PepsiCo has announced that Tropicana Pure Premium, America’s best-selling orange juice brand, will soon be packaged in clear plastic bottles. These will replace the paper cartons the juice has been sold in for many years.
The company called it a “natural step” after it got a good response from its new lower-calorie Trop50 juice, which comes in clear bottles.
Whether or not the iconic image of the orange with the straw stuck in it will appear on the label is unclear. A few months back we reported on the consumer push-back Tropicana endured when the company removed the orange-with-straw graphic from its cartons. Sales plunged.
According to Beverage Digest, Coca-Cola’s Simply Orange product—sold in clear bottles—has taken some of the juice out of Tropicana’s sales. Sales volume fell 9 percent in 2010, while Simply Orange enjoyed a volume lift of 11 percent.
In addition, Coke and Pepsi are engaged in a lawsuit in which Coke claims the Trop50 bottle is too similar to that of the Simply Orange.
Clear bottles are fine with me, but I hope they keep the straw in the orange on the package somewhere. I happen to know the guy who came up with that concept.
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