We never ever use concentrates in our drinks. And here's why.

Concentrates are made by taking a fruit juice, heating it to a very high temperature and evaporating off the water. This leaves a thick syrup that's a small proportion of the original volume (as low as 12% with oranges). Of course, this makes it cheaper to ship (less weight). But that's not the end of it. When the drums of concentrated juice arrive at their destination, water is added back to restore the juice to its original volume. And weird things called 'add-backs' are, erm, added back to give the juice a 'fresh' aroma. Dodgy.

So the sole reason for concentrating juice is to save money, on both storage and shipping costs. And it's a shortcut that seems a little dumb to us.

There are also some other nasty concentrated facts:

1. Quality

The process that concentrates juice is really harsh. And because it's so harsh, there's no point using the best fruit when you're doing it. So concentrate manufacturers simply use their lowest quality fruits and juices when they're making them. That sucks.

2. Taste

It's pretty obvious that concentrating a juice will make it taste worse. Typically it'll taste 'cooked', and when we've tested concentrated vs fresh juice, everyone is able to tell the difference.

3. Nutrition

Excess heat = less nutritional goodness. The heat kills the good stuff.

4. It's less natural

It just ain't right. Why boil perfectly good juice just to save a few pence? Wrong every time.