We find that the flavor of fresh orange juice tends to bake out of cakes as they bake. You will get a lot more flavor from orange zest. We also recommend an additional boost of flavor, either from orange jello powder as we used in the recipe, or orange extract. (See notes for more details.) Some of our orange cake recipes call for orange juice concentrate. While we like this for our orange layer cakes, we didn't have the same luck with today's bundt cake. The texture wasn't as nice.