ANCHOR LEAD
MAYBE YOU'RE ON THE SOUTH BEACH DIET... OR JUST WATCHING YOUR WEIGHT. YOU GO TO BUY ORANGE JUICE AND NOTICE A NEW "LIGHT" VARIETY-HALF THE SUGAR. BEFORE YOU BUY... YOU MIGHT WANT TO HEAR WHAT YOU'RE REALLY BUYING. SCOTT HANSON HAS OUR HEADS UP REPORT.

TRACK ONE Length: 05
ROGER AND SHARON FUENTES NEED MORE ORANGE JUICE. THEIR CHOICE-A NEW KIND OF "LIGHT" O-J.

SOT
KEY@: 07 Roger Fuentes, Orange Juice Drinker
"I picked up light orange juice because I'm watching my sugar intake."

TRACK TWO Length: 04
IT HAS HALF THE SUGAR.... AND HALF THE CALORIES. WANT TO KNOW WHY?

SOT
KEY@: 14 Dan Gunter, Executive Director, Florida Department of Citrus
"Primarily juice is being replaced by water."

TRACK THREE Length: 04
SOURCE: Florida Citrus Commission
THAT'S RIGHT. AS MUCH AS 60 PERCENT OF IT IS WATER WITH SOME ARTIFICIAL SWEETENER.

SOT
KEY@: 22 Sharon Fuentes, Orange Juice Drinker
"Really? I wasn't aware of that at all."

TRACK FOUR Length: 03
BUT TAKE A GLANCE AT THE INGREDIENTS LIST ON THE BACK.

SOT
KEY@: 28 Sharon Fuentes, Orange Juice Drinker
"First ingredient filtered water."

TRACK FIVE Length: 11
SOURCE: Ipsos, a global market research firm.
ROGER AND SHARON AREN'T THE ONLY ONES CONFUSED BY THE LIGHT JUICE. MAUREETA ('mah-REE-tuh") PERCY CONDUCTED MARKET RESEARCH SHOWING 37 PERCENT OF SHOPPERS THOUGHT LIGHT JUICE WAS REALLY 100% ORANGE JUICE.

SOT
KEY@: 41 Maureeta Percy, Market Researcher
"Only 5% of respondents were able to correctly state that the beverage was between 40 and 45% juice."

TRACK SIX Length: 08
THE WATERED DOWN JUICES EVEN HAVE THE SAME PRICE AS THE REAL THING. BUT DO THEY HAVE THE SAME TASTE? OUR TESTERS COULD TELL THE DIFFERENCE BETWEEN REGULAR AND LIGHT.

SOT
KEY@: 51 Shepard Edelstein, Taste Tester
"That's orange juice."

SOT
KEY@: 53 Roe Camejo, Taste Tester
"That has more of the flavor of orange juice than the other one."

TRACK SEVEN Length: 11
A SPOKESMAN FOR MINUTE MAID TOLD US... "OUR PRODUCTS ARE CLEARLY LABELED TO GIVE CONSUMERS THE INFORMATION THEY NEED." TROPICANA SAYS ITS PACKAGING IS "VERY CLEAR".
BUT FLORIDA OFFICIALS ARE CONSIDERING ASKING THE FOOD AND DRUG ADMINISTRATION FOR BETTER LABELING OF LIGHT JUICE PRODUCTS.

SOT
KEY@: 1:12 Dan Gunter, Executive Director, Florida Department of Citrus
"We think the fix for this problem is to require juice content labeling on the front panel."

TRACK EIGHT Length: 03
MEANTIME... ROGER AND SHARON HAVE DECIDED IT'S TIME TO GET REAL.

SOT
KEY@: 1:16 Sharon and Roger Fuentes Orange Juice Drinkers
"We're paying for something we're not getting."

STAND-UP CLOSE
INCIDENTALLY... IF YOU'D LIKE THE NUTRITION OF ORANGE JUICE WITH FEWER CALORIES... TRY EATING AN ORANGE. YOU'LL GET MORE PROTEIN AND FIBER ... AND 15 PERCENT FEWER CALORIES.
FOR HEADS UP! I'M SCOTT HANSON.

ANCHOR TAG
WE ALSO HEARD FROM WALMART, WHICH DISTRIBUTES ITS OWN LIGHT JUICE. THEY CLAIM THAT THEIR JUICE IS ALSO CLEARLY LABELED.

SOURCES

Dan Gunter
Executive Director
Florida Department of Citrus
Lakeland, FL
Contact: Nicole LeBeau: 863-499-2541

Mr. Gunter has a PhD in economics, taught at the University of Florida, and worked in the citrus industry marketing juices. He's currently the Executive Director of the Florida Department of Citrus.

Maureeta Percy
Vice President
Ipsos
Calgary, Alberta
403-294-7376
maureeta.percy@ipsos-reid.com

Ms. Percy's been doing marketing research for more than 20 years. She's currently a Vice President with Ipsos, a global market research firm.

Ray Crockett
Minute Maid
404-676-1070

Mr. Crockett provided comment for this report on behalf of Minute Maid, which produces a light orange juice.

Peter Brace
Tropicana
312-821-3599

Mr. Brace also provided comment for this report on behalf of Tropicana, which produces a light orange juice.

Karen Burk
Wal-mart
476-277-0157

Ms. Burk is in public relations at Walmart.