Quantum Forest

Not long ago I was dropping some friends in Christchurch’s International Airport. While waiting for their call to board they bought some food in one of the airport’s restaurants, including a bottle of Phoenix Organic juice. ‘Yummy!’ — I was thinking — ‘Orange, mango and apple juice’. See picture (sorry, poor mobile phone picture follows):

I have never cared about the ‘organic’ part of food names, but my expectation from reading a label was that most of the juice would be orange, followed by mango and — finally — apple. I do not know, but my cognitive approach at reading labels is thinking that ingredients are listed in order of importance. But wait, turning the bottle shows a different approach (sorry again, crappy mobile camera):

The label states: apple juice (74%), orange juice (20%), mango puree (6%), natural mango flavour, vitamin C. How do I feel about this type of labelling conduct? Deceived and misled are words that come to mind. The labels of some other Phoenix juices show the same problem: most of the content is cheaper apple juice, although the product name start with another (more expensive) fruit name. For example, ‘feijoa and apple’ (apple juice 85%), ‘guava and apple’ (apple juice 90%), ‘blackcurrant and apple’ (apple juice 86%), etc. Ludicrous. They should just call the juices ‘organic apple juice with a dash of XXX’.