Our Virgin Noni Juice (100% Pure Noni Juice and Certified Organic Noni Juice) is 100% pure noni fruit juice and has not been sweetened, watered down, or mixed with other fruit juices. Some other noni juice brands will mix their noni juice with other fruit juices or flavors, diluting the noni juice in order to improve the taste which reduces the potency. Because pure Noni Juice is a fermented fruit juice it can taste quite strong to some people and if you want to improve the taste we encourage you to mix your noni juice dose with your favorite fruit juice. While no one would describe pure noni juice as tasting good – most noni juice drinkers will take their 1oz shot of pure noni juice straight and they enjoy the unique taste!