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How can a company who manufactures 11.5oz Apple Juice claim that there are 2 1/2 fruit servings in each can when 1 serving is 1 cup or 8oz?

Good question and very observant on your part. Unfortunately there are different “serving sizes” for labeling, which is legislated by FDA (Food & Drug Administration), and Dietary Guidance, which is set by USDA (U.S. Department of Agriculture) and DHHS (Department of Health & Human Services).  
FDA says the label needs to provide information based on how much is commonly consumed, which is about 1 cup, so that you can compare nutrients and calories against other beverages. Dietary Guidance says that only ½ cup of juice counts as one of the nearly 13 servings of fruits/vegetables that you need during the day. So 11.5 oz does provide roughly 2 ½ (almost 3) of your nearly 13 servings. 
Usually the FDA and USDA servings sizes are fairly consistent, but not in the case of juice.  Use food labels to determine your calories, and check out our How Much? section to determine  how many fruits and vegetables you need daily. Also check out our visual reference for fruit and vegetable servings.
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