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Morrisons carbpnated drink

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MTbowel | 13:10 Sat 10th Apr 2010 | Food & Drink
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I've just bought a 2 litre bottle of Morrisons Strawberry and Kiwi flavoured pop. The stuff tastes lovely. The bottles states "no artificial colours or flavours" yet the product is colourless just like water.
The idea of something tasting like strawberry and kiwi yet being colourless is something I can't get my head around.

When I think of it, I seem to ask myself that if it's colourless, then it must comtain "chemicals" and "flavours" and I automatically think that these substances must be "artificial" in origin. Now I know that these doubts are a throwback to us enduring many years of having artificial flavours etc being put into our food but a colourless, flavoured pop just seems so suspicious and very odd

Does anyone feel like this or am I going mad?

thanks.

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You're going mad. No! Seriously, I know what you mean, but if you think of it, kiwi juice has very little colour to it, and strawberry juice isn't really red, and there is so little in it - the sheer volume of water to juice is enough to render it colourless. And by saying that there is no artificial colours in something, say when a drink is so obviously orange they've stopped using tartrazine, but can use something like carotene, which is naturally occuring.
You're going mad. The stuff you are drinking may be free from artificial colours and flavours but I'll bet that it contains just 1 or 2% of real juice to make it. What you need to understand is that the majority of drinks have colour added to make them look attractive to us. So as we associate red with strawberry, we expect to see red in our 1% concentrated strawberry drink, for example.
In a nutshell, most pop drinks are full of crap and are nutritionally deficient, whether they contain artificial or natural colours and flavourings deviates from this point.
What does it say on the ingredients?
I bet the label will say something like "Citric Acid acidity regulator(sodium citrate), preservative (Potassium sorbate, dimethyl dicarbonate), Antioxidant (Ascorbic acid), stabilisers (Xanthan gum), and possibly some sweeteners (such as aspartame) but it is all alleged to be "No artificial flavours or colours" - but it won't say "no chemicals added at all"!
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Surprisingly, the ingredients list could be worse. It says: carbonated water, citric acid, natural flavourings, preservative (potassium sorbate), Sweeteners (sucralose, acesulfame K).

Obviously the origin of the "natural flavourings" or what they are is not disclosed. It doesn't contain any fruit juice at all.

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