Excerpts from the report: The objective of this study was to determine the market potential for superconcentrated fruit juices by (1) investigating the feasibility of commercial introduction of a full-flavor, superconcentrated apple juice, from the point of view of the producer, processor, distributor, and retailer, and (2) measuring consumer acceptance of the new form of apple juice concentrate. The market potential of this high-density (6 to 1) apple juice was studied in Fort Wayne, Ind., from May 9 through July 18, 1960, in a sample of 23 supermarkets. Sales of the apple juice and the 80 other products were audited weekly in 15 of the stores; the remaining 8 stores reported only their total sales of the apple juice at the end of the test period
