On March 10, 2026, Kagome Co., Ltd. launched \"Beyond, a 100% Juice with Orange Flavor Made Without Oranges*\"\u2014a 100% vegetable-and-fruit juice that recreates the taste of orange juice without using any orange juice at all\u2014at convenience stores and supermarkets nationwide. It is the first product from the new brand \"KAGOME Beyond,\" reaching the market after about two years and 40 rounds of prototyping. It was developed with Kagome's proprietary blending technology against the backdrop of a global supply squeeze and price surge in orange juice.<\/p>\n
Kagome's new brand \"KAGOME Beyond\" is a line that draws on the vegetable-and-fruit blending technology the company has cultivated over many years to propose products that go beyond conventional wisdom. This first product is built on a base of New Zealand-grown yellow carrots, with apple for sweetness and pineapple for a tropical aroma, plus concentrated lemon and mango juices. It recreates the characteristic cloudiness and flavor of orange using only non-orange ingredients.<\/p>\n
Development took about two years. Ingredients were selected from around the world, and about 40 prototype patterns were tried. In-house evaluation meetings gave high marks to drinkability and faithful flavor reproduction, and commercialization was decided. It comes in a 195ml paper carton, with a suggested retail price of about 140 yen (tax included).<\/p>\n
What drove this product's development was a global shortage of orange juice. Japan depends on imports for over 90% of its orange juice, about 70% of it from Brazil. In Brazil, drought and citrus greening disease (HLB) have caused ongoing poor harvests, keeping juice production at low levels year after year.<\/p>\n
The same citrus greening disease has raged in Florida in the U.S., cutting output sharply over 20 years. International futures prices for orange juice surged from around 2022, at their peak topping 550 cents per pound\u2014more than a fivefold jump in a few years. In Japan, the average price of a 1,000ml carton of orange juice reached 391 yen (as of November 2025), and some makers were forced to suspend sales.<\/p>\n
Amid this, Meisuke Fujisawa of Kagome's marketing division said of the motive, \"Out of a sense of crisis that orange juice might no longer be a familiar part of daily life, we wanted to offer a solution with our own blending technology.\"<\/p>\n