"In the United States, fresh flavor is paramount, so juice makers include a compound called ethyl butyrate in the flavor packs. This compound isn’t an artificial flavor: It occurs naturally in fresh-squeezed orange juice as an aroma, but because it’s volatile, much of it is driven off during pasteurization and deaeration. Adding more ethyl butyrate to the juice after these processes actually restores the impression of freshness." - Cooks Illustrated magazine
The entire food industry is in a difficult market to make money. The U.S. population is growing at less than 1% annually, and overall per-person caloric intake remains the same, so the total U.S. food and beverage market is only growing 1% per year. Any significant growth means capturing market share from other food and beverage producers. A tough nut to crack.