Reduce
Cost-in-Use
for Orange Juice

People commonly believe that freshness in orange juice comes mainly from the amount of real juice, volatile aroma compounds, or the product’s physical freshness. However, freshness is not simply determined by juice concentration or ingredient level. It is a multisensory perception formed through the rapid and coherent integration of aroma, taste, acidity, mouthfeel, temperature, and cognitive expectations.

Through its research, EPC found that freshness perception depends more on flavor clarity, citrus identity, sensory immediacy, and temporal coherence than on absolute juice content. In reduced-juice orange beverages, targeted aroma and flavor modulation can help consumers perceive a vivid, juicy, and fresh citrus experience even when the actual juice level is lowered.

Therefore, our solution is different from conventional juice reduction approaches. Instead of simply replacing juice with sweetness, acidity, or generic orange flavor, our product is designed to rebuild the key sensory signals that drive freshness and juiciness. This allows brands to reduce orange juice content and cost-in-use while maintaining the same fresh, juicy, and authentic orange beverage experience.

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