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Industry promotes kids juice drinking guidelines

Media Release
12 July 2005

Beverage industry promotes juice drinking guidelines for children

The New Zealand Juice and Beverage Association (NZJBA) has adopted a set of guidelines to help parents make sensible choices about their children’s intake of juices.

According to Executive Director Bronwen Bartley, there is some confusion among parents about the suitability of juice as a drink for young children and the NZJBA is hoping to provide a united message from all of its members.

“At the end of the day, children and adults need to have variety and moderation in their diets and balance energy consumed with their physical activity levels. We do believe, however, our Tips for Serving Juice to Children will provide sensible advice,” she said.

The NZJBA has adopted recommendation from the New Zealand Ministry of Health Guidelines:
- 1-2 years: dilute juice at least 1 part juice to 3 parts water
- 2-5 years: dilute juice at least 1 part juice to 1 part water and encourage drinking juice with meals rather than between
- 6-12 years: one glass of fruit juice, taken with meals, can count as one of your recommended five or more servings of fruit and vegetables a day.

“Globally the World Health Organisation is promoting the 5+ per day programme. The health benefits of consuming fruits and vegetables is being backed-up by research around the world. Along with other governments, our Health Ministry’s recommendations of five+ servings of fruit and vegetables a day for teenagers and adults also specifically allows for a glass of juice to be counted as no more than one of these serves.

“Juices are a tasty and convenient way for people to get energy, hydration and a range of vitamins and minerals,” says Bartley.

The Association recommends that caregivers set limits around the amount of juice, along with all types of food or drink, to avoid excessive consumption. It acknowledges that by drinking juice while eating, sufficient saliva can be generated to help wash fruit sugar and acid away.

“Despite all of the claims and counter-claims a healthy weight is more about overall balance than any particular food or drink. The NZJBA Juice Tips are common sense but we believe they are worth bringing to parents’ attention,” says Bartley.

A full version of the NZJBA Tips for serving Juice to Children and Young People is available on the website The site also contains nutrition information and advice about all types of beverages from various manufacturers of non-alcoholic drinks.


The New Zealand Juice & Beverage Association (NZJBA) represents the manufacturers of New Zealand's juice, carbonated soft drink and bottled water brands, and their suppliers. The NZJBA acts as a forum to discuss issues of concern and interest to the industry, as a lobby group, and as an advocate for consumer education on health & nutrition issues. For more information visit

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