Because you’re our friends, we’re going to let you in on a secret.

You know how there are hundreds of juice companies out there and they all tell you that they are healthy and natural? They go on the telly and say “we are fresh and pure” and “we are made every day” and all that sort of stuff.  Well, often they are just packed full of all sorts of things that aren’t fruit.

We don’t expect you to read the other juice's labels 'cos they aren’t as much fun as ours, so we have read them for you. When we read them we found a whole lot of words that we didn’t understand. So we looked them up and here they are:

Sucrose	This is a fancy word for sugar. We don’t add Sucrose or sugar to nudies, we’re sweet enough.
Fructose	Another big word for sugar and another big word that we’ll never write on our labels.  Our fruits have enough sugar of their own.
Preservative 202	The scientific name is Potassium Sorbate. That is, a “white crystalline powder that is a potassium salt version of sorbic acid”. Phew, that’s a mouthful isn’t it? It all means that those pretend juices last a long time on the shelf. But what we can’t figure out is why anyone would want them to last a long time anyway.
Fruit concentrate	“Juice is extracted from the fruit; screened to remove pieces of seed and large particles of pulp; cooked to inactivate the natural enzymes; concentrated in a high vacuum evaporator to evaporate the water to concentrate the juice sugars and solids.”   To make juice from concentrate they then add the water back.  When we found that out we nearly had a giggling fit. People who use this stuff must be bonkers. Imagine going to all that trouble when all you really have to do is squash and squeeze some fresh fruit and that works fine. Bonkers!
Reconstituted juice	Juice made from fruit concentrate and reconstituted with added water. nudie juice is just made from fruit we crush and squeeze - it’s easier that way.
Acidifying agent 330	We saw this written on a juice label so we looked it up and this is what it said: “organic acid that can be derived from citrus fruits but is generally made in refineries by fermenting cane sugar, molasses and dextrose with fungal strains of aspergillus niger”. We said: “acid!  Isn’t that what you dissolve stains on your driveway with?” It didn’t actually say it does but we think that it might.
Colour	If you looked after the fruit in the first place you wouldn't need to add extra colour.
Flavour	Some people add lots of things to their juices.  Some even add flavour. Woah! We couldn’t believe that. They must be getting the flavourless fruit. Tall Tim said that he hasn’t ever peeled an orange that didn’t have flavour in it. We think this should be question for a game show like ‘Who Wants To Be A Millionaire’ We should ask people where the flavourless fruit comes from. We bet they use up all their life-lines trying to answer that stumper!
Sugar	More stuff people add to juice to make you like it. Fruit already has naturally occuring sugar in it – why would you want to add more? Unless of course you’re not putting much in there.
Stabiliser	This stuff is what people put in juice to stop the heavy crushed pieces of fruit and light juicy part of the fruit from separating. In a way it is kind of like glue. We don’t think you should drink glue so at nudie we don’t add stabilisers, we just tell you to give them a shake before you drink them. Besides, if you’ve ever licked the back of a stamp you’ll know that glue tastes nasty.
Vitamin C	Everyone knows what this is. But not everyone knows that lots of other juices have to add it to their juice. This is 'cos it gets all cooked out of it when they are boiling the juice.  At nudie, we try to look after the fruit so we keep as much as we can.  That way we don't have to add any back.  Simple really.
Well that’s what heaps of other juice companies are putting in their juices - even the ones that go on the telly. Because we told you what they put in theirs, we think it’s fair that we tell you what’s in ours. The good news is, you won’t need a science degree to understand this:
Fruit	Fruit is the best thing! It is packed with vitamins and juicy juice and health and love and everything good.  You can eat fruit just how it comes or you can squeeze it crush it or mash it up and then mix the fruits together to make something so delicious you’ll want to share it with everyone and tell everyone about it so then you’ll put it into bottles and give it a name (like nudie ) and then you’ll put it in shops and then make a website and then there’ll be a place on the site where you can go to find out what some words mean and people will go there 'cos they want to learn about your juice and they’ll read the bit called FRUIT… Spooky