It seems everywhere you look these days you can find a new “super juice” product. They are everywhere. Acai, Goji, Noni, Mangosteen, just to name a few. Juice bars are including them in their smoothies, stores are stocking them on their end cap displays (the most coveted retail space available) and even Day Spas, Chiropractors, Naturopaths and Holistic Health Practitioners are grabbing their piece of this billion dollar baby called the Functional Nutritional Juice Beverage market. One thing many of these beverages have in common is their high price. But, are they worth it? These products are, after all, “nutritional” beverages are they not?
What is in it?
Just because a juice product has SOME nutritional value does not mean it is NOT over-priced. Apple juice has some nutritional value. Grape juice has some nutritional value. Would you pay $25 to $45 per bottle for grape juice? Probably not. Unless those grapes were the world’s finest grapes and put into the hands of a very gifted wine maker, then the value of that bottle of grape juice is greatly increased. The value of the finished product is greater and has been determined by: 1) the relative rarity and quality of the fruit and 2) the skillful processing of the fruit into the final product. Ultimately, the price of the finished product is determined by the consumer demand for the product. Generally speaking, the higher the demand for the product, the higher the price.
Exotic Fruits
Besides the high price, another common denominator these juices have are: Exotic Fruits. These exotic fruits can not be found fresh in your local produce department. Even if they could be picked, packaged and shipped to your local produce department many of these exotic fruits would lose much of their flavor, nutritional value and efficacy because vital enzymes and polyphenols would be lost to degradation in this time consuming process. Science has shown that, generally, the more potent a fruit’s nutritional profile, the more fragile it is to rapid degradation. What this means is that these exotic super fruits can lose potency and efficacy only hours after harvest. Unless steps are taken at harvest to preserve the nutritional profile of these exotic super fruits, the nutritional value can be very greatly reduced.
Why So Expensive?
Here is where we can separate fact from fiction and marketing hype from scientific realities which are easily definable. Most of these fortified juice companies have a “proprietary formulation.” In the simplest of terms this means the formula is being kept as a trade secret. If everyone knew how to make cola drinks exactly the same way, it would dimnish the value of the original. There are many reasons why quality nutraceuticals may be so expensive. Before rejecting any Functional Nutritional Juice Beverage as patently over-priced, consider the following list to help you define “quality” over hype.
Does This Particular Beverage:
A) Have scientifically proven ingredients for potency and efficacy? (Should have studies to prove potency and efficacy claims)
B) Use a Patented or a Patent Pending process which preserves the nutritional profile of the ingredients used in the finished product?
C) Use an FDA certified and approved facility for bottling of the finished product?
D) Use colored glass to help preserve the enzymes and phytonutrient content contained in the product without the leaching of petroleum-based plastic into the product?
Magic Super Fruits
You may never know how much “magic” super fruit is being used in your favorite Functional Nutritional Juice Beverage, or in what concentration, but you should be able to easily access scientific studies on the main ingredients used. (Acai, Goji, Noni, Mangosteen) If not, buyer beware. You may be buying modern day Snake Oil.
The Internet The Great Equalizer
Thanks to the internet, Snake Oil sales have undoubtedly sky-rocketed. This does not mean that every Functional Nutritional Juice Beverage is Snake Oil, but rather it is much easier to sell Snake Oil to the masses than ever before. And, not unlike Snake Oil salesmen of the past, these hucksters are just as deceitful and perhaps even more so now. Practically anyone can have a fairly dynamic website with all the bells and whistles for a fairly nominal cost. For a few dollars more they can begin selling their wares immediately worldwide! The advantage the internet gives to potential unscrupulous marketers can also be taken advantage of by savvy consumers who do their homework before making a purchase online. And if you ARE ripped-off, you can immediately post warnings of the scam on a consumer blog or start your own. Let me encourage you to locate unsatisfied customers before making a purchase. Most reputable companies or company representatives will welcome your questions about their product.
Be wary of So-Called “Testimonials”
Be aware that anyone can claim anything in print on the internet. If your favorite juice has testimonials from satisfied customers, be sure you can verify they actually exist. Let me suggest that you do an internet search of your specific Functional Nutritional Juice Beverage and the word testimonials. Some websites will have videos of the actual customers who have been helped by using the product. Others will have posts they have made withe their email address. Again, most people would welcome your sincere questions about a product they are happy with.
Robert Ritter is a long-time health advocate who has been actively involved with wellness issues for 16 years. He is currently employed with the United States Postal Service as a Letter Carrier (24 years) He has helped many coworkers and customers with their health issues by recommending healthy alternatives to . He is also an Independent Monavie Distributor and has written articles on health related matters. You may check out his website at http://www.monavie.com or http://www.monaviesandiego.com
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Nice writing style. Looking forward to reading more from you.
Chris Moran