I think you missed the "" in my post! I certainly don't expect AC to squeeze OJ on board in J!

However, I would expect them to serve fresh (i.e. non-concentrate cartons) OJ in J across the pond. Making a reasonable assumption that AC's "flagship" route across the pond is Canada-LHR, then the competitor BA manages to serve fresh (i.e. non-concentrate) OJ and a fresh fruit smoothie in J! It is little things like that that'll make the full-fare J pax move over to other carriers. And surely that defeats the objective.

As most of my trips to YYZ are full-fare J, I previously used to always take the 1300 AC flight on my outbound LHR-YYZ flights and BA on the way back to LHR. The reason I chose AC on the outbound was because I felt the food service was much better and more elaborate than BA in J. Especially the cheese platter and dessert. AC also served a (small snack) hot option on the 2nd meal, unlike BA which had only cold sarnies. Plus AC served Iced Tea. The differences in food service made me choose AC over BA despite the inferior AC J seating, as this was a day flight. (On the YYZ-LHR overnight, wild horses wouldn't drag me away from BA's flat bed to AC's kinked seat!!)

However, the last couple of trips I've found that there is not much to differentiate the two products on the daytime LHR-YYZ even, and I just choose the airline that I want to earn miles in! IMHO, AC really needs to keep up a better soft-product (i.e. food/drink service) to compensate for the currently inferior seating if it wants to attract full-fare pax.