OJ "not from concentrate" has more nutrients than OJ from concentrate - more natural juices I guess although I don't know the details of that. However, just because it's in a carton does not mean its not from concentrate. Be sure to look on the carton label for "not from concentrate" to be sure that's what you're getting. I usually buy Tropican Pure Premium Original - it's non-concentrate with no pulp and I love it. Also, if you like pulp in your OJ (ick) try Florida's Natural - I believe that is non-concentrate as well.