Comments on: Where is the Tropicana Orange Juice?

By: Matt

Matt — Wed, 24 Feb 2010 16:19:39 +0000

I just discovered what Tropicana does to their orange juice. I was a big a fan of it until today. They strip out the flavors then add in artificial flavoring in order make it taste like oranges. THAT IS SACRILIDGE.

From the book “Squeezed” about Tropicana –
“Flavor packs are fabricated from the chemicals that make up orange essence and oil. Flavor and fragrance houses, the same ones that make high end perfumes, break down orange essence and oils into their constituent chemicals and then reassemble the individual chemicals in configurations that resemble nothing found in nature. Ethyl butyrate is one of the chemicals found in high concentrations in the flavor packs added to orange juice sold in North American markets, because flavor engineers have discovered that it imparts a fragrance that Americans like, and associate with a freshly squeezed orange”

By: Eric

Eric — Wed, 18 Nov 2009 06:43:16 +0000

Honestly, I agree on one count and disagree on another. Whereas on the bottle it does actually look generic and cheap, it actually looks better on the carton.

It looks more modern and clean from a design standpoint because of the smooth straight lines. And to be honest a little more classy than a picture of an orange with a straw sticking out of it (Im not bashing it in any way, just saying).

By: Franki

Franki — Thu, 08 Oct 2009 18:25:26 +0000

Along with the generic new label. Tropicana also wasted a ton of money on the new “SNAP” bottle. With the design of this new “SNAP” cap and bottle. Two entire production lines had to be removed and demolished, then new ones installed. P6 in the past ran…98%, P5 was also in the high 80′s to 90′s. Some marketing guru’s idea to save money and impress by design, has cost Tropicana a ton of money for nothing……she should be fired and the idiots that supported her should go also. Do some market research before implementing and spending so much money on new desings and equipment from around the world that doesn’t even function properly. The new “SNAP” lid constantly leaks, the “SNAP” Program Manager walked away from both jobs within weeks of the lines being completely installed and somewhat running. He didn’t even wait for them to get up to full production….he also let all of the contractors go, then he got a raise and a promotion. One advisor was brought in to get the line up to speed in TE, he just lied about the TE rate….screwed over the other advisors and department manager to make himself look good as always, he got a raise and is now a department manager. Wal-Mart….Tropicana’s biggest customer has pulled the “SNAP” product. P6 on its best day now runs around 60-70% TE. Talk about waste and loss. What is Tropicana thinking? You have too many little “good old boys” only worried about their own slef interests and paychecks and not truly concerned about the direction of the business…John Botting, Tully Dawson, Mike Schmidt, Cliff McDermett, and others. There is an unbelieveable amount of “backstabbing” and people getting “thrown under the bus” so others can move ahead for their own interest. If you are not in the “click” and a drinking buddy then you are out, and if you are a woman at Tropicana in any role as an Advisor working with the aforementioned personel…forget it, you are forced out or harassed until you leave. Anthony Rossi, the founder of Tropicana would/is rolling in his grave. PepsiCo moved all of the leadership to Chicago? Chicago…..Tropicana in rooted in Florida…makes a lot of sense. The company is going down the drain and the “good old boys are running it in the ground” to set up for their own retirement. You really do not want to know what goes in the juice, behind the scenes. Most of the employees will not drink it anymore…just for your information.

By: Daniel Rachman

Daniel Rachman — Sun, 26 Apr 2009 03:14:25 +0000

Am I the only one who thinks that Pure Premium in its new packaging is a different, worse tasting orange juice than it used to be??
My initial reaction when tasting the new OJ was WTF, this tastes terrible. Tropicana must have changed the packaging to not associate this new taste with its old one. Like they got a bad batch of oranges or something. I’m switching to Simply Orange Juice until they bring back my Grovestand high Pulp Awesomeness that i’ve lived on half my life

By: David Oberholtzer

David Oberholtzer — Tue, 24 Feb 2009 18:06:05 +0000

Thanks for the link to your post. Very well stated. Keep up the good work.

By: alejandro

alejandro — Tue, 24 Feb 2009 18:00:43 +0000

I honestly think they didn’t test this new packaging before launching it, it seems it was a “rush design” asked from PepsiCo ho probably didn’t even have the time.

http://aletorro.wordpress.com/2009/02/24/the-oj-wasnt-as-pretty-tropicana-will-change-back-its-packaging/

By: Tropicana Listens to its Customers - WOW! | Loud Amplifier Marketing

Tropicana Listens to its Customers - WOW! | Loud Amplifier Marketing — Mon, 23 Feb 2009 21:36:23 +0000

[...] – click here to read my original rant on the subject of Tropicana’s new bland packaging that started it all…..and comments [...]

By: Lakeshia Reid

Lakeshia Reid — Tue, 17 Feb 2009 00:10:41 +0000

I honestly can’t believe that someone approved the changes. I was unaware of the change up until now, and the reason why I missed it is obvious. Stemming from Cohen’s and Stoddard’s post, I feel as if the rebrand was an attempt at making Tropicana look more affordable. The economy is doing horribly as we all know, and pinching pennies in the grocery stores is how many people are getting by.

By: A.A. Stoddard

A.A. Stoddard — Fri, 06 Feb 2009 15:28:57 +0000

My speculation is that tropicana is actually attempting to genericize their not-from-concentrate (NFC) brands, because in essence they have become the standard for orange juice. When OJ shifted from concentrate to NFC back in the 1980′s, they created a premium brand of better quality that commanded a premium price. NFC OJ no longer commands the premium it once did because nearly all OJ is NFC.

New juice blends, energy drinks, specialty teas w/ juices, especially those with blueberry and pomegranate, have been eating into OJ market share for some time. Fla. Dept. of Citrus’s (FDOC) advertizing efforts are simply maintenance in nature, and are not doing anything to improve market share. In Florida citrus, the brands really don’t do a lot of marketing, the largest ad/marketing budget is FDOC’s, which is funded through the citrus box tax. In my opinion, those are the folks that really need some marketing help. Many in the citrus industry look back to the Anita Bryant days as the last effective FDOC marketing campaign.

I suspect that you are seeing another effort by Tropicana to re-create a premium brand with more of a fresh-squeezed flavor (which the NFCs still can’t match), or the introduction of blends (their website confirms this – http://www.tropicana.com). Also, you may see more value pricing by Tropicana to increase sales volume of their NFC OJ.

The other issue in Florida citrus right now are two diseases, one a perennial scourge (citrus canker), the other a recent asian exotic (citrus greening). Both have severely affected supply with area quarantines. I suspect tropicana is importing a lot more brazilian juice, so they may want to also re-brand “from Florida”, when and if the Florida supply is more reliable. There is nothing on the new packaging indicating “from Florida”.

One interesting thing on their website right now is that their home page features the new carton design, but when one clicks to look at varieties or packaging alternatives, they get the old package design.

One must assume that they think they know what they are doing.

By: Bryan Stapp

Bryan Stapp — Thu, 29 Jan 2009 03:26:23 +0000

Looks like a few other folks have noticed the same brilliant packaging – here are some other great thoughts on this subject:

http://elliottback.com/wp/tropicana-orange-juice-redesign/

http://whenindoubtdo.blogspot.com/2009/01/new-and-sucky-tropicana-orange-juice.html

http://refineddesigner.wordpress.com/2009/01/13/tropicana-orange-juice-has-a-new-design/