The Rise of Not From Concentrate Orange Juice

When you see “not from concentrate” on a carton of OJ, you might assume it’s healthier than other brands. But actually, that’s a relic of a decades-long juice brand battle and deceptive marketing that sold customers the promise of a "balanced breakfast." In fact, the behemoths behind orange juice popularity have constantly shape-shifted and reinvented themselves in order to bring our favorite breakfast juice to the proverbial table. In this episode of Proof, we chronicle Minute Maid and Tropicana’s decades-long tête-à-tête, that firmly solidified orange juice as a permanent fixture of the American diet. 

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