There is a growing interest among researchers in exploring non-thermal food processing technologies, which can help preserve nutritional content and enhance the stability of food products during storage. This research examined the impact of pulsed electric fields (PEFs) on the bioactive components and physical–chemical characteristics of cranberry juice. This study involved treating the juice with varying intensities of PEF (0, 7, 14, and 21 kV/cm) at a flow rate of 45 ml/min, a frequency of 1 kHz, and a temperature of 30 ± 2°C for a duration of 700 μs. Following that, an analysis was conducted on the juice's antioxidant activity, phenolics, flavonoids, and physicochemical properties. Moreover, Fourier-transform infrared spectroscopy was used to examine the alteration in functional groups of biological substances. According to the results, the treated sample showed no significant changes in pH, Brix, or colour compared to the untreated sample, even at higher PEF intensities. PEF treatment led to a significant increase in antioxidant activity, cloud value, phenolic compounds, and flavonoids, while reducing the browning index. This indicates that PEF processing can improve the quality and stability of the sample without substantially altering its biological composition. The greatest rise in phenolics and flavonoids was noted for the sample treated at 21 kV/cm. These trends were not observed in the per cent inhibition (DPPH). The results indicate that utilizing PEF treatment during food processing at 21 kV/cm could be an effective method for maintaining the nutritional value of food products, such as fruit juice, by preserving their natural quality.