Martins Ifijeh
The National Publicity Secretary of the Nutrition Society of Nigeria, Mr. Olusola Malomo, has commended the juice making standards of Chivita 100 per cent fruit juice, the flagship brand of Chi Limited, and its commitment to ‘no-added sugar’ process, describing it as a healthy substitute for raw fruits.
He said 100 per cent fruit juice is made from the flesh of fresh fruit or from whole fruit, depending on the type used. “It is not permitted to add sugar, sweeteners, preservatives, flavouring or colourings to fruit juices. Chivita 100 per cent complies with these requirements as articulated by its production and packaging process.”
Malomo, who led discussion at a media session held in Lagos on recently, said 100 per cent fruit juice has same nutritional value with natural fruits and could help in detoxifying the body system while aiding weight loss when taken before breakfast.
He stated that regular consumption of 100 per cent fruit juice could also address modern health challenges caused by fewer minerals/vitamins/antioxidants, processed foods, excess sugar, excess fat/cholesterol, improper chemical combination and excess animal fat.
The nutritionist further said: “It is often difficult to say which between raw fruit and fruit juice gives more nutrients to the body. Although eating whole fruit is considered to be the best way of attaining the full benefits of fruits, fruit juice is an easy and healthy option. Of course, if the juice contains 100 per cent fruit without preservatives and additives, it has same nutritional value with natural fruit.â€
“With a busy lifestyle, our eating habits have become packed with preservatives and processed foods that are not only devoid of essential nutrients but can also cause some harm to the body. 100 per cent fruit juice helps to correct the harm caused by these new eating habits; boost the immune system and keep the body in perfect health.â€
On his part, the Managing Director, Chi Limited, Deepanjay Roy, said Chivita, as a brand, is concerned about the misconceptions on juice consumption, which are capable of creating needless barrier to enjoying the many nutritional benefits of 100 per cent juice.
“As a leading juice brand, we at Chivita are therefore not unmindful of the responsibility to create a platform for enlightened discourse on benefits of fruit and juice drinks and how it contributes to health and well-being of our nation. To do this, we hope to support the sharing of unbiased but balanced information on sugar intake and fruit juice by experts such as scientists, nutritionists and dietician. We will also create a sustainable dialogue on the truth and science of fruit juice and the natural sugar it contains.”
