ABSTRACT: Seventeen commercially available, “ready to drink” fortified beverages consisting of mixtures of fruit juices and milk were analyzed to evaluate their carotenoid profile (including their Z/E stereoisomers) and color during their commercial shelf life. Lightness (L*) was found to be correlated with the content of milk in the mixtures (r= 0.649) whereas red-yellow colors were correlated with the contents of α-carotene, β-cryptoxanthin, and β-carotene supplied by the fruit. The beverages stored under refrigeration (4 ± 2 °C) showed higher luminosity (L*) and higher saturation of color (C*) and yellowness (b*). Differences (P < 0.05) in the levels of carotenoids were found among the beverages. Common fruits such as apple, lemon, pear, strawberry, kiwifruit, pineapple, and banana were low in carotenoids. However, orange, apricot, mango, and peach contributed significantly (P < 0.05) to increasing β-cryptoxanthin and β-carotene concentrations. Passion fruit supplied ζ-carotene, and the presence of carrot increased the levels of α-carotene and β-carotene. Conversion of all-Eβ-carotene and β-cryptoxanthin to their Z isomers took place in 8 of the 17 samples containing α-carotene and in 9 of the 13 samples containing β-cryptoxanthin, respectively, which resulted in some loss of provitamin A activity and nutritional value.