A comprehensive comparison was conducted on the effect of conventional thermal processing (TT), high-pressure processing (HP), pulse electric field (PF), and ohmic heating (OH) on water-soluble vitamins and color retention in strawberry nectar. The ascorbic acid (AA) content increased by 15- and 9-fold after TT and OH treatment, respectively, due to rupturing of cells under heat stress and release of intracellular AA. Dehydroascorbic acid (DHA) content did not change considerably after TT and PF treatment but significantly decreased after HP and OH treatment. TT treatment offered the highest total vitamin C retention. The B vitamins remained largely unchanged after processing, with the highest loss of 34 % for riboflavin in OH-treated samples. All the technologies resulted in similar color retention after processing. The study concludes with a standardized comparison of mainstream preservation technologies using pilot-scale equipment. Such an approach significantly increases the applicability of the results presented in the study.