In this study, orange, tomato, apple juices, and sour cherry nectar were exposed to an atmospheric pressure plasma jet. Plasma treatments were carried out using air as a precursor under constant gas flow (3000 L/h) at 650 W for different treatment times (30, 60, 90, and 120 s). After plasma processing, reduction of Escherichia coli, Hunter's color parameters (L*, a*, b*), total phenolic content, and pH values were evaluated. The inactivation effect of cold atmospheric plasma (CAP) was investigated on E. coli, and the highest significant reductions were achieved in apple juice (4.02 +/- 0.03 log CFU/mL) followed by sour cherry (3.34 +/- 0.09 log CFU/mL), while the values in orange (1.59 +/- 0.17 log CFU/mL) and tomato juices (1.43 +/- 0.22 log CFU/mL) were lower, which could be attributed to the food matrix. Color parameters, except for apple juice, did not show significant changes after processing. Compared to untreated juice, plasma treatment yielded higher phenolic content from 10 to 15%, while pH values did not change significantly and the temperature remained below 40 degrees C after all plasma treatments. This study showed that CAP treatment had positive influences on phenolic stability and color change in all samples regardless of food intrinsic factors, while it was more effective on bacterial inactivation in clear juices than turbid ones. Our results indicate that atmospheric plasma appears to be a promising technology for microbial inactivation without causing undesirable changes in food product.