Is anyone surprised by the news that Coca Cola’s Simply Orange product is somewhat different from slicing an orange and squeezing it? It seems that Coca Cola uses an algorithm (apparently also used by Delta to balance its books!) to prepare the juice, blending different batches to ensure uniformity of taste. The whole process is described as efficient and of course, for the consumer, very convenient.
Why is this story deemed unusual? Was anyone really expecting that what comes out of the carton is not subject to any processing at all? That is only possible if we prepare the juice ourselves by simply slicing and squeezing. This is the lack of clarity on the consumption side that I find mystifying. If we want convenience from a carton and we want it to be at a low price, then we will get processed juice. It is not exactly the same that we would get at home where the fresh burst of citrus flavor hits you as lift the glass to drink, but that would take some planning to ensure we have oranges to hand and a few more seconds to prepare than it takes to open a carton. We make our choice: time or convenience, both together are not possible and demanding that is unrealistic.