Falling film, shell-tube type evaporators are commonly used heat exchangers for the production of fruit juice concentrate. The main problem in the design of the exchanger is a reliable estimation of wall heat transfer coefficients for all effects in real operating conditions. Most literature sources for the overall heat transfer coefficients are based on laboratory measurements, where the tubes are usually short, no fouling exists and the flow rate is carefully adjusted. This paper shows the heat transfer estimated in real industrial operating conditions, compared to literature sources. Paper is based on the author’s own experience in designing and launching several evaporators for juice concentrate production into operation. As a summary, the design heat transfer coefficients are provided with relation to sugar content in juice concentrate.