Image of Sainsbury's Longlife Pure Grapefruit Juice and Longlife Pure Orange Juice

The image is included in 'JS Journal' December 1979 page 4. 'JS Journal' describes the products: "No additives are needed to enhance the goodness of the new JS own-label longlife pure grapefruit and orange juices. Helen Mills, a buyer in the dairy buying department with responsibilities to develop new lines, explains that the principles behind the production of these fruit juices are much the same as those behind longlife milk. Longlife treatment involves pasteurisation at high temperatures, ie heating to high temperatures and holding for at least 15 seconds, which is long enough to kill most of the bacteria and yeasts etc present, but is not long enough to 'cook' it. The liquid is then aseptically filled into aluminium lined packs, which are heat sealed. The treatment does not affect the colour or flavour of the juice. In our busy stores the longlife juices have a great advantage as far as JS is concerned — they do not have to be displayed in chilled cabinets. The suggested life span at room temperature is three months in the store and one month with the customer, although once opened it must be treated as the ordinary fresh juice. Unlike some fruit juices on the market JS's contain small particles of the fruit, and at 39p per litre it is one of the most economical and nutritious. It is even 2p cheaper than the JS fresh juices. Longlife fruit juice is now establishing its popularity in 116 stores throughout the country. With unexpected guests paying inevitable surprise visits as we approach the festive season maybe we all ought to stock up our cupboards, and perhaps add a little fruitiness to those winter party punches!".