There is general confusion amongst consumers about pure juices and concentrates. Most of the commercial 'pure' juices are, in fact, made from concentrate.

The fruit is first pulped or juiced. It is then filtered through a screen removing any particles. The juice is then heated to above 96 degrees centigrade. At this temperature the juice is boiling and the water that is emanating from the juice is sucked out through a vacuum. This procedure carries on until the juice is up to seven times stronger. The result is fruit juice concentrate .

The concentrate is then transported to different bottlers where the water is reconstituted (put back). This is juice from concentrate and is, in fact, how most juice companies manufacture their juice.

Do not be fooled into thinking that the juice is not from concentrate because it has bits in it. These bits are added after adding back the water.

The House of Juice produces juices, which are predominantly, Not From Concentrate. (NFC). That is why they are healthier and far tastier.