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Your average fancy juice may look like all the other $9 bottles on the grocery store shelf, but there's a war bubbling beneath the surface. While some brands have started to use high pressure processing (HPP) technology that allows juice to last up to several weeks, those who eschew the process for simple cold-pressing (like Juice Generation) say that it's misleading to label a pasteurized product as "natural," claiming that brands like Naked and BluePrint are unfairly capitalizing on the current cold-press craze. For an in-depth report, head over to our sister site. [Racked]