(♪♪)>>Tom: It’s morning at “Marketplace”. (♪♪)>>Tom: — Spillage there. And we’ve invited these viewers over to put one of their favourite morning rituals to the test.>>Are you ready for this?>>Tom: A taste test, to be exact.>>This is the best time of day to taste anything.>>Tom: Like most of you, this bunch love to start the day with a glass of orange juice.>>I will say I do have the one glass a day.>>Tom: But if they’re thinking it’s all sunshine and vitamins … (♪♪)>>Tom: We’re about to pop some balloons… Good morning all.>>Morning.>>Tom: And spill some juicy secrets. (♪♪)>>Tom: In front of each of our tasters, six samples of orange juice and one simple question: which juice tickles their taste buds best? Rate each one, and then at the end decide which one you think is the freshest tasting one. Sound fairly straightforward?>>Yes. (♪♪)>>Tom: Helping us out is Konrad Edjbick. Now the fruit of the vine is his usual choice… But this wine expert says judging juice of any kind isn’t all that different.>>What I’m looking for is a sense of life, a natural fruit, in this case orange. I want no aspect of chemistry or artificiality. That’s what I’m looking for.>>Tom: Our testers have no labels to read. Though you will soon… And no idea which brand of O.J. they’re tasting.>>It’s kinda cheap tasting and a little bit stale.>>It hasn’t been squeezed five minutes ago, that’s for sure. Like, this might be from concentrate, I don’t know.>>Tom: So far, it’s a guessing game. But Wayne Gueran and his daughters are hoping this test will help peel back some answers. (♪♪)>>We love our orange juice! (♪♪)>>Tom: The Gueran family doesn’t just love their O.J. They guzzle it down to the tune of six cartons a month. That’s 50 glasses between them. Their fridge isn’t just running; it’s getting a workout.>>I want the Tropicana.>>I got it first!>>Tom: But you don’t drink that much O.J. without noticing a thing or two.>>That’s all that’s in it. 100% orange juice.>>Tom: Like the promise of “pure” and “natural” juice.>>No sugar or water added.>>Tom: So he’s got one simple question for us…>>Why does the orange juice in the store that I buy taste so different than freshly squeezed?>>Tom: Good question, Wayne. The O.J. Wayne’s asking about are the premium brands such as these… Most of us believe they’re better than frozen concentrate. That’s O.J. where water’s been taken out then put back in. “Marketplace” commissions a poll and finds 58% of Canadian O.J. fans believe premium brands are more natural than juices made from concentrate. And say they’re willing to pay more for that difference; up to twice as much.>>It’s the best.>>I bet you it’s my Tropicana because I haven’t had it this morning. I waited. (laughing)>>Tom: You were holding up for it. Good.>>That’s it. That’s it.>>Tom: So how natural is premium O.J.? How you doing, Wayne?>>Good, how are you?>>Tom: Good, thanks. So you’re into number two. What do you think of it?>>It’s just one of the secrets we’re after at our taste test.>>It tastes very sweet. That aroma knocks you out. (laughing)>>It really does.>>Tom: Wait a minute. What’s in that orange juice? Oh! Jeez. (♪♪)>>Tom: Juices are sampled. Tongues swirled. Notes scribbled.>>Three smells really bad though.>>Tom: Our group doesn’t know it, but our six samples breakdown this way. Two are from concentrate. Three not from concentrate. And our secret weapon, a glass of freshly squeezed.>>Pretty weak.>>Tom: It’s all orange juice. Officially, at least. But our testers say they do taste different from each other.>>It’s the smell from my youth.>>Tom: Right, mine, too. Why is that? We’ve got a secret expert in the room with the first clue.>>Orange juice manufacturers are trying to now imitate the taste of processed orange juice rather than the real thing.>>Tom: The real thing.>>Right.>>Tom: Alissa Hamilton loves oranges. She just doesn’t like what the juice industry does to them. And she should know because she’s written a book on it, called “Squeezed: What You Don’t Know About Orange Juice.”>>The orange juice industry has definitely profited from the idea that this is a simple, natural, direct product.>>Tom: Is orange juice natural?>>You can squeeze it at home, and you’re getting a natural juice. But most of the juices that you’re buying in the store are heavily processed and engineered.>>Tom: Engineered? That’s not a word the big orange juice makers use.>>Here’s wonderful news for you and me, that Minute Maid gives more Vitamin C. (♪♪)>>Tom: This is how juice makers have sold it for decades. As if oranges fall off the tree and into your carton.>>There are 16 fresh picked oranges squeezed into each cartoon of Tropicana Pure Premium.>>Tom: 100% pure. 100% natural. From “grove to glass.”>>Simply orange. Honestly simple.>>Tom: But the truth is really not that simple. If juice makers told you the real deal, here’s how a commercial might look. Come join me. (♪♪)>>Tom: By the time O.J. reaches your table, this miracle of nature has become a miracle of manipulation. The oranges are plucked from their perch. And land on an assembly line. Where they’re sprayed and squeezed into juice. Next, it’s here for pasteurization. Heating up. And then on to huge tanks where the juice can be stored for months, sometimes up to a year. The oxygen is taken out so nothing goes bad. But one, pretty important quality “does” go: most of the orange flavour. So how do they put it back in? Juice makers use something called flavour packs. Okay. Hang on a second. So you’re saying they make so much orange juice and store it for so long and then they have people add flavour to it later?>>Exactly.>>Tom: How?>>I asked for the precise time when the flavour is added. It’s added — I was actually told “we’d have to shoot you if we told you that.” So…>>Tom: What?>>There’s a lot of secrecy around, you know, around what they do because they don’t want this to be perceived as a heavily processed product. (♪♪)>>Tom: It’s a secret formula for making money. In Canada, worth almost half a billion dollars in sales. Pepsi, which makes Tropicana, got almost two-thirds of that. Simply orange. So how much added flavour are we buying? What do you think? That over the…>>That looks good.>>Tom: To figure it out, associate producer Anu and I are packing up samples, getting ready to send them off to a lab. How’d I do?>>M’mm. I think mine’s better.>>Tom: Hey, wait a minute! I’m the host! Flavour packs are made up of natural components of orange essence and oils. Broken down, mixed and matched, then rebuilt by chemists. Flavour packs help juice taste the same, year-round. We’re searching for one chemical in particular. Ethyl butyrate. Juice makers know North Americans like the smell and equate it to a fresh squeezed orange. So they boost flavour with it. We want to see for ourselves.>>Okay. They’re both marked.>>Tom: Among the brands going to the lab? Some from our taste test. Tropicana, Simply Orange, Canadian Brand Oasis. With pulp. Not a pulp guy myself. You?>>No? I like a little pulp, yeah. (blender whirring)>>Tom: We also make freshly squeezed, for a baseline.>>Tom: All right. Off to grandmother’s house. No, going to the lab. (♪♪)>>Tom: Two weeks later we find ethyl butyrate in all our samples. Now, the amount can vary depending on the crop and time of year. But the premium juice? All have levels higher than freshly squeezed.>>You can see it in the taste test. I could smell immediately which one was fresh because it was palpably different than, the smell of it, than the others. And the same goes for the taste.>>Tom: Ethyl butyrate is naturally occurring in oranges anyway.>>That’s correct.>>Tom: So what’s the problem with adding it later in the process?>>Well, you’re not adding it back in the concentrations that exist in nature. So what you’re getting back in these flavour packs is an engineered product.>>Tom: Back at our taste test, we reveal how O.J. makers boost flavour. The fact is that it’s made in a very different way. They add flavour. What do you think of that?>>On a lot of the packages it says made from pure 100% orange juice. No sugar added, no water added. What is added? So we should — we should be aware of that.>>Tom: At the next table Alex Herber can’t believe what he’s hearing; or what he’s drinking.>>I’m angry. I’m angry. I feel duped. That’s 100%.>>Tom: Why?>>It’s just — I want to know what’s in my food and they’re telling me, “oh, look, it’s being picked off a tree,” but really it’s not.>>Tom: Freshly peeved, Alex is about to become a student on a mission. When we come back…>>Come on over and try our smell test.>>Tom: He’s out to educate… One squirt at a time?>>Smells floral. Floral and perfumey.>>Tom: That’s orange juice.>>That’s orange juice?>>Tom: Mm-hm. And we expose how companies avoid giving you the full story.>>We deserve to know.>>Tom: And we’re not being told.>>And we’re not being told.>>Erica: And later… Who’s hungry? We serve up the truth about breakfast sandwiches.>>Wow.>>Tom: Don’t skip our breakfast facts. Join us on Facebook and Twitter. (♪♪)>>Tom: Hey, Alex. How you doing? We’re revealing juicy secrets about your glass of O.J. And “Marketplace” viewer Alex Herber is giving us a hand. Show us the way, Alex. We’ve told him that premium orange juice is heavily processed and that flavour packs are added. It’s all left a sour taste in his mouth. So now Alex is ready to reveal the secrets that O.J. makers don’t want you to know.>>There we go.>>Tom: Excellent.>>Come on over and try our smell test. Do you have a good nose?>>We’ll find out.>>All right. Ready. So hold out your wrist and give that a smell. What do you think that is?>>Tom: To help illustrate the flavour story, we’ve put some Tropicana in a perfume bottle and put it alongside real perfume.>>I have the eau de toilette.>>Tom: And I have the eau de l’orange.>>Smells floral. Floral and perfumey.>>Tom: That’s orange juice.>>That’s orange juice?>>Tom: Mm-hm. What’s the reason behind our spray test?>>It does smell natural.>>Tom: It’s another juicy secret. Turns out, the same company that gives this perfume its smell also gives this orange juice its taste. That’s right. The flavour packs are fashioned by fragrance companies. But can our samplers sniff it out?>>Maybe like a little tangerine or something like that?>>Smells like oranges?>>Well, this one definitely smells more natural.>>Tom: What if I told you that the company that makes the perfume smell so good makes orange juice taste so good? Same company.>>Oh. Well, maybe that’s not such a good thing.>>I’m not sure I believe you. Because that and that should not be the same. I don’t like that.>>Tom: We explain to our sniffers why their juice needs freshening up and flavouring up. When orange juice is mass produced, it’s pasteurized and heated, and then stored for months, even a year, in huge vats. So that process strips it of its flavour. They add flavour late in the process. These are flavour packs that our natural flavors created by the fragrance companies that’s added to the process to make the juice taste like orange juice again.>>Wow. As an industrial model, I think it’s obviously impressive, but I think in terms of a personal level, I find it kind of frightening.>>I’ll have to think about my fresh orange juice. Or my fresh orange juice in the container that I pick up every week.>>Tom: Do you believe that?>>Not any more.>>I think I wanna buy my own oranges and make juice myself.>>I guess it should be on a nutrition label perhaps.>>Tom: But “added flavour” is nowhere to be found on any label. Despite the fact that Canadian Food Inspection Agency has rules saying it should. Our poll reveals Canadians want the full story. 95% of orange juice fans believe any added ingredient should be included on the carton. Our expert Alissa Hamilton says O.J. makers owe us the truth.>>If you love your Tropicana or whatever orange juice it is that you like and you know what you’re getting and you know what you’re paying for, fine. But know what you’re getting, and we deserve to know.>>Tom: And we’re not being told.>>And we’re not being told.>>Cheers!>>Tom: Alex Herber thinks that’s wrong. He finds out one way to get the CFIA to act is file a complaint. So he does.>>Record a concern. Food labelling. All right. Submit. Let’s see what happens.>>Tom: As for the orange juice makers? They argue they’re just putting natural flavour back in juice that was lost during processing. And even though O.J. is more science than nature, a label doesn’t need to reflect that fact. Meantime a long list of American consumers is forcing their hand. Suing the big O.J. makers for misleading them. Charging premium prices for a juice that’s so processed. No lawsuits here. But when we ask the companies from our taste test for an on-camera interview, they say “no.” Some people might feel that they’re being misled when they’re buying a premium processed orange juice. Are they? Being misled?>>Yes. If they’re thinking that it’s fresh squeezed, if they’re thinking this is what they’re getting, that image, yes, they’re being misled.>>Tom: Juice makers may be keeping silent, but their secrets are out. The only thing left to reveal… The engineered O.J. our tasters liked best.>>Oasis.>>Oh, my god!>>What?>>Tom: So that’s the favourite premium but…>>There’s no substitute for that aroma.>>Total different taste.>>Tom: Fresh squeezed gets top ranking.>>Like you get the, not just the inside of the orange, you’ll get, like, the whole thing. Flavour.>>Tom: A surprise twist though… Many say they’ll stick to the processed stuff.>>The scent is so foreign to me. It’s so foreign.>>Fresh squeezed I always thought was orangey-er. And I don’t know. I’m not sure.>>Tom: Yeah, yeah. That’s fine. That’s good. So what did you think of the last one?>>Six, it tasted very much like fresh orange juice, but honestly, I get that it’s fresh I just didn’t like it as much.>>Tom: So the stuff that may be out of a box, you prefer than the one right out of the orange.>>Honestly, I guess I’m just used to the whole marketed flavour of orange juice that fresh orange just doesn’t do it for me any more.>>Tom: It apparently doesn’t do it for Wayne Gueran’s family either. Even though they now know why premium juice tastes different from freshly squeezed.>>After finding out which orange juice was the pure orange juice, and I may just start doing that at home.>>Tom: Making it freshly squeezed?>>Yes.>>No! (Laughter)>>Tom: Maybe it’s time to put the squeeze on O.J. makers to be… Simply honest.>>Erica: After the break…>>500?>>Erica: How popular breakfast sandwiches stack up.>>Can you beat our breakfast quiz? Find out now at cbc.ca/marketplace. (♪♪)>>Erica: A busy morning in downtown Toronto. You’re on the move. In a rush.>>Erica: So how about breakfast with “Marketplace” on a Toronto streetcar! (♪♪)>>Erica: Hey, everyone! We’re serving up breakfast at “Marketplace.” What’s on the menu? A hot trend; breakfast sandwiches.>>With every early morning rise, you rub the sleep outta your eyes.>>Erica: Seems suddenly ads for ’em are everywhere.>>This is turkey? Yeah, turkey sausage. Good, right? It’s great.>>Erica: You, too, can be the picture of health, if you eat the right breakfast sandwich?>>(commercial): Breakfast makes mornings real nice… (♪♪)>>Erica: We’ve got turkey, sausage, bacon. Breakfast sandwiches for everyone! Who’s hungry?>>I’ll try sausage.>>Can I have bacon?>>I love breakfast sandwiches.>>Erica: What do you like about a breakfast sandwiche?>>Um, grab-and-go.>>Erica: Handy for busy people who don’t have time, and that’s how they’re sold to us. What do you like about it?>>It’s quick. It’s easy. Take it on the go.>>Yum, yum, yum.>>Erica: Small wonder the industry’s hungry to win you over. South of the border the first meal of the day is a $42 billion dollar business, and growing. They look fresh and hot, but which ones are a better way to start the day? We bite into three popular choices from three of Canada’s biggest restaurant chains. From Starbucks, the sausage and cheddar sandwich on an English muffin. We’ve got McDonald’s bacon and egg on a whole grain bagel. And Tim Hortons’ turkey sausage on a biscuit.>>I would love to have the Starbuck sausage.>>Erica: Okay. So there you go. Tempting, but know how much sodium’s under that wrapper? There’s a whole bunch of sodium in it. Almost 1,000 milligrams.>>Oh, my goodness. That’s not good!>>Erica: Not good at all, says nutritionist Leslie Beck.>>Adults aged 19 to 50 need, every day, only 1,500 milligrams of sodium for health. So if you have a breakfast sandwich that’s got 1,000 milligrams of sodium, you’ve already consumed two-thirds of your days’ worth of sodium in one meal.>>Erica: The McDonald’s option? Even more sodium! And Tim’s, tops the chart! Too much of that?>>Is linked with a greater risk of high blood pressure, stroke, kidney stones, and maybe even obesity.>>Erica: And what do these commuters know about how much fat these handheld breakfasts are serving up? That Tim Hortons’ option? 21 grams of fat.>>Now I don’t want to eat it.>>Erica: McDonald’s bacon and egg sandwich? And Starbucks’ sausage and cheddar, both almost 30 grams of fat! And it’s about half the fat that someone should have in a whole day.>>Whoa. Thank you.>>Erica: And how do these brekkies stack up when it comes to counting calories? There are more calories in it than in a Big Mac!>>Really?>>Erica: Yep. This McDonald’s bacon and egg on a multigrain bagel packs 610 calories! 80 more than a Big Mac.>>I did not know that. That is very gross to hear. It’s supposed to be a breakfast sandwich. It’s just not a good way to start the day.>>Erica: As for the more pricey Starbucks option? This has 500 calories in it.>>500! Wow! I will do a lot of exercise to burn it off!>>Erica: Get off the streetcar and walk to your destination. (Laughing)>>Erica: And that leaves our Tim Hortons’ sandwich. Made with turkey.>>Turkey is supposed to be like the least fat meat.>>That’s what I heard, that turkey is the best meat.>>Erica: Is it? We hit three drive-thrus to find out. I’d like a breakfast sandwich, please. Which one has fewer calories, the bacon or the turkey sausage?>>Turkey sausage.>>Erica: Turkey sausage.>>Yeah.>>I believe the turkey. Bacon has more calories.>>Erica: Sounds right but the turkey sandwich is a bit bigger so get bacon or turkey on a biscuit and you’re actually taking in the same amount of fat and calories!>>They see turkey on the menu and they think that’s a healthier choice but turkey sausage is not turkey breast. It’s a processed meat so it’s going to have more sodium and also more fat.>>Erica: Since so many of us still have to eat on the go, how can we make better choices?>>If you’re looking to save calories, opt for an English muffin because they are smaller, there’s less bread.>>Erica: They all have an English muffin option. Like the Golden Arches’ basic egg Mcmuffin. The breakfast sandwich that started this craze more than 40 years ago. It’s got fewer than 300 calories.>>The next thing, choose egg whites if you want to cut cholesterol and saturated fat. That’s definitely a lighter choice.>>Erica: Tim Hortons’ egg white breakfast sandwich, just 220 calories!>>And skip the meat. You don’t need the meat in a breakfast sandwich. You’re getting protein, but unfortunately it’s greasy, salt-laden protein.>>Erica: How about Starbucks’ spinach and feta wrap with egg whites. Also in the under-300 calories club. But spoiler alert; it’s packing with a lot of sodium!>>Thank you very much.>>Erica: Everyone’s fed, for better or worse. So…. That’s a wrap on breakfast sandwiches.>>Tom: Next week on “Marketplace”… We’ll help you hold onto your cash! We reveal who’s got their hand in your pocket.>>I’m just flabbergasted. I can’t believe that.>>Tom: Are you really getting what you pay for?>>For being hoodwinked into paying something they don’t have to pay.>>We’ll show you how you can fight back.>>I’m very happy with “Marketplace” and very happy with myself for doing something good.>>So you can stash your cash!