The organized natural juice market is currently in a nascent stage-though it is growing at a healthy 35-40 percent rate per annum. This market has had high entry barriers. Few customers are convinced about packaged juices being preservative free, and therefore, as healthy as freshly squeezed juice. A number of factors contributed to this growth, including the increasing interest in health and diet, which is undoubtedly one of the main drivers. In addition, growing awareness of the importance of the Government’s five day campaign to increase fruit and vegetable consumption will encourage new entrants into the market. In particular, younger consumers might regard fruit juice as a convenient way of boosting their consumption of fruit and vegetables.