Moments that Matter

 Introducing the Moments that Matter program from the British Fruit Juice Association …

As breakfast is often on the go or at work, the traditional time to consume orange juice is on the decline. But, with a wealth of nutritional benefits, there are many other optimal times to consume 150ml of orange juice. The recommended portion size for fruit juice is one 150ml glass per day. 150ml of 100% fruit juice counts as one of your 5-a-day, is a high source of vitamin C, and a source of both folate and potassium. One small glass of 100% fruit juice contributes 4% of the daily calories in a 2,000 kcal woman’s diet. As always, the sugars in fruit juice (about 9g per 100ml for orange juice) are naturally occurring and it is illegal to label a product “fruit juice” if any sugar has been added. 

 The aim of Moments that Matter is to inspire health professionals like you to encourage your patients and clients to find optimum and even untraditional occasions in their own lives where they can boost their 5-a-day consumption with an affordable, convenient drink. By making consuming a portion of 100% fruit juice easy and personalised, patients can achieve a healthy habit and improve their likelihood of achieving their 5-a-day target. An independent analysis of National Diet and Nutrition Survey data (collated annually by Public Health England) actually showed that fruit juice consumers are 42% more likely to achieve their 5-a-day. 

Moments that Matter – optimum occasions for drinking 150ml of fruit juice 

Here are some ideas you can offer your patients and clients to help them personalise their fruit juice moment: NB – consumption should be limited to one 150ml portion daily …. 


Breakfast: A glass of fruit juice remains a breakfast favourite for good reason. The vitamin C in fruit juice helps the non-haem iron - found in porridge or breakfast cereals – to be better absorbed by the body. 150ml of 100% orange juice contains your entire RDA of vitamin C. Encourage your patients to enjoy a small glass with their favourite breakfast food, or create a quick breakfast shake by mixing the juice with low-fat milk and a banana in a blender. 


Post-exercise: A go-to drink of top athletes is 100% fruit juice because they know that the vitamin C in fruit juice supports recovery after exercise as it helps to combat oxidative stress caused by intense activity. For any patients or clients participating in sport or a workout session, consuming 200mg of vitamin C, in addition to the recommended daily fruit and vegetable intake, helps maintain the normal functioning of the immune system during and after intense physical exercise. Pair with a piece or fruit, some unsalted nuts, or a low-fat yogurt to enjoy a healthy recovery snack.


Snack time: Encourage your patients to make the most of their snacks by including a portion of fruit juice to get some extra nutrients. Some snack pairing ideas are fruit juice with whole wheat crackers and hummus, with vegetable sticks with dip, or with half of a sandwich. Aim for snacks to be no more than 250 calories, and in line with appropriate discretionary calories. Orange juice contains about 60kcal per 150ml.


Dinner: Swapping a small glass of fruit juice in place of a usual dinner-time beverage is a great way to enhance the nutrition of a meal – plus get another one of your 5-a-day. For example, consuming a portion of orange juice increases the iron absorption of iron-rich foods like beans, pulses, or spinach.


Dessert: Are your clients looking for a sweet treat to follow their evening meal? The natural sugar found in 100% fruit juice provides a satisfying natural sweetness, post- dinner and will also help them to achieve their 5-a-day. 

And remember… 

• Fruit juice is never suggested as a replacement for whole fruits in the diet. An independent analysis of National Diet and Nutrition Survey data (collated annually by Public Health England) actually showed that fruit juice consumers are 42% more likely to achieve their 5-a-day 

• There’s a need to communicate to patients that yes, fruit juice does contain naturally occurring sugars (hence why the 150ml portion message is important) but it also contains key nutrients including vitamin C, folate, and potassium

 • Diabetes UK, advises that 150ml of fruit juice can be part of a diabetic diet, but one needs to be mindful of your carbohydrate intake for that meal 

 • Nutritionally, fresh fruit juice and juice from concentrate are exactly the same, so the latter can be a good option for people on a budget or those who make it to the shops less frequently 

 • Anyone consuming fruit juice should practice good oral hygiene. Fruit juice should be consumed with a meal to reduce the risk of tooth decay. Your teeth should be brushed half an hour after consuming juice. If this is not possible, it’s a good idea to rinse your mouth with water