A process for preparing a natural citrus fruit juice concentrate prepared from natural citrus fruit ingredients is disclosed. The fruit juice concentrate has at least 35% solids including pulp, non-volatile compounds, pectin and volatile compounds. This fruit juice concentrate has at least 65% of the aroma and flavor volatile compounds of the natural juice.The fruit juice concentrate is prepared by separating natural citrus fruit juice into a particulate solids portion (such as pectin or pulp) and a serum portion. The serum portion which comprises 7% to 20% solids and from 80% to 93% water is concentrated by removing essentially pure water. The concentration step can be accomplished by freeze concentration or by sublimation concentration. When sublimation concentration is used, the particulate solids do not have to be separated from the serum. Substantially 100% of the non-volatile solids are retained. Moreover, the product is substantially free of oxidative degradation products.