And that means...what?

.

This is part of an advertisement for a sparkling apple juice in the papers yesterday.

Perhaps it is having 20-ish years of food testing that makes me respond to these things badly but look at the sticker on the apple.

I have no trouble with 'no added sugar' or 'no preservatives'.

But "100% sparkling juice from concentrate"?

What's that supposed to mean?

It sounds almost virtuous, doesn't it?

What it really means is that some cheap apple concentrate (probably imported from a third world country) has been reconstituted to the minimum strength possible and artificially carbonated to boot.

Bah! Put a lid on it.
...