Mar 212006

I realize it’s important for food companies to attract customers with flashy colors and facts, but honesty needs to be part of the design process. I recently bought a bottle of Dole Ruby Red Grapefruit Juice – 100% Juice, No Sugar Added. Of course, in tiny letters in the corner the label reads 100% Juice Blend from Concentrate with other Ingredients. The full list of ingredients: Filtered Water, White Grape Juice Concentrate, Ruby Red Grapefruit Juice Concentrate, Apple Juice Concentrate, Pectin, Ascorbic Acid, Carmine, Citric Acid, Natural Flavor. This seems just a bit different from 100% JUICE.

It’s also surprising that I was really drinking grape juice – not grapefruit juice. I guess real grapefruit is too hardcore for Dole. They want it to be sickly sweet like all the other Pepsico products.

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