A new, simple and sensitive method for the spectrophotometric indirect determination of ascorbic acid in fruits, beverages, and pharmaceuticals is described. In this method, the ascorbic acid reduces Cu2+ to Cu+ and reacts with 2,9‐dimethyl‐1,10‐phenanothroline (neucoproine) to form Cu (neucoproine)+ complex, and it was extracted with N‐phenylbenzimidoylthiourea (PBITU) in chloroform. The apparent value of molar absorptivity of the complex in terms of ascorbic acid is (3.52) × 104 L mole−1 cm−1 at λmax, 460. The detection limit of ascorbic acid is 40 μg L−1 and the method obeys Beer's law over the concentration range of 0.1–4.0 μg mL−1. The proposed method was successfully applied for the determination of ascorbic acid in various samples. The validity of the present method was checked by the flow injection analysis (FIA) method.