What's next for HPP juices?

Editor in Chief, ProFood World
New high pressure processing certification logo will bring awareness to the safety of the products that use it.

Beverages made with high pressure technology and cold pressed juices have exploded in the past decade. At the 2017 HPP Summit held in early October, Joyce Longfield, CEO of JL Nutrition and Food, told conference participants which market areas are growing for HPP juices. They include: 

  • Lower sugar
  • Super blends that are satieting (probiotics)
  • Fat and fiber drinks (that are similar to smoothies where fat is no longer an offender)
  • Nutrient dense shots
  • Coffee and tea
  • Seasonal juices
  • Drinkable meals
  • Savory products

Longfield also discussed the new high pressure certified symbol developed by the Cold Pressure Council. She says consumers value food safety, and the new logo will bring awareness to the safety of the products that use it. The benefits of HPP include:

  • Pathogen reduction 
  • Shelf-life retention
  • Innovative fresh products 
  • Increased shellfish yields
  • Convenience
  • Reduced sodium
  • Clean label products

For more information about the Cold Pressure Council and the cerification logo, visit See related article, Cold Pressure Council launches certification logo.


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