A major change to a brand’s packaging has customers asking if the juice is worth the squeeze. Tropicana has dropped its signature orange juice carafe design: the clear, plastic, rounded rectangular-shaped bottles, which featured a round, beveled neck and thick, crown-like bottle cap. In July, the brand that its juices would now come in a narrower bottle with a cap that eliminates the need for an induction seal.
The brand also downsized its multi-serving bottles from a 52-ounce to 46-ounce capacity. Tropicana says that it changed the shape of the bottle so it’s easier to pour and store, while nixing the crown cap for a streamlined and easier-to-open screw top made with less plastic. Since the change, the juice company has been dealing accusations of from upset customers as well as lower sales, according to some data.
Market research firm Circana that showed Tropicana’s sales dropped 8.3% from the year prior, adding that in August, sales dropped 10.9%.
According to CNN, Tropicana’s sales dropped 19% by October, adding that the juice brand has lost around 4% of its market share since the change to Coca-Cola-owned Simply Orange. Tropicana refutes this data, saying that data from the last four weeks shows that its unit sales and category share trends are shifting. “These types of changes can take time, and recent third-party data shows that unit sales are returning to normal levels,” a Tropicana Brands Group spokesperson tells TODAY.
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