The National·Video

'Big Juice' under pressure from push back against high-sugar beverages

Following the backlash against high-sugar pops, consumers turned their attention to conventional fruit and vegetable juices. Consumption among Canadians is down 15 per cent since 2011, and Health Canada plans to recommend plain water instead of juice in order to reduce sugar intake. It's all putting the squeeze on "Big Juice," an industry that's pushing back by lobbying federal ministers, political staff and bureaucrats about the "unintended consequences" of an industry that's "under threat."
Following the backlash against high-sugar pops, consumers turned their attention to conventional fruit and vegetable juices. Consumption among Canadians is down 15 per cent since 2011, and Health Canada plans to recommend plain water instead of juice in order to reduce sugar intake. It's all putting the squeeze on "Big Juice," an industry that's pushing back by lobbying federal ministers, political staff and bureaucrats about the "unintended consequences" of an industry that's "under threat." 4:23