Minute Maid Discontinues Production of Frozen Juice Concentrates

Minute Maid, a name synonymous with orange juice since 1946, is set to discontinue the production of frozen juice concentrates. This decision marks a significant shift in focus for its parent company, The Coca-Cola Company, which aims to prioritize fresh juice options.

End of an Era for Frozen Juice Concentrates

The Coca-Cola Company announced the cessation of sales of frozen juice concentrates in the U.S. and Canada. The move is in direct response to changing consumer preferences. It reflects a broader trend where fresh products are increasingly favored over frozen alternatives.

Timeline for Discontinuation

Frozen juices, including several flavors of orange juice, lemonade, and limeade, will be phased out by April. Availability is limited to existing inventory as supplies last.

Historical Context

• 1946: Vacuum Foods Corp. introduced frozen orange juice, later adopting the name Minute Maid.
• 1960: Coca-Cola acquired Minute Maid.
• 1973: Introduction of ready-to-drink orange juice, eliminating the need for mixing.
• 1980: Expansion of products to include lemonade and fruit punch.

For decades, Minute Maid’s frozen orange juice was a staple for Americans seeking convenience without the effort of squeezing fresh fruit. The iconic can allowed users to mix concentrated juice with water easily. However, competition from brands like Tropicana, established in 1947, has intensified.

Market Challenges and Changing Preferences

The frozen juice market has faced numerous challenges in recent years. New beverage options, such as energy drinks and protein smoothies, have started to dominate consumer preference. Additionally, rising prices due to adverse weather conditions in key orange-producing regions have impacted sales. A 12-ounce can of frozen orange juice averaged $4.82 in December, reflecting a 13% increase from the previous year, according to U.S. government data.

Health trends have also played a role. Growing consumer awareness about sugar content in beverages has prompted Minute Maid to introduce Zero Sugar versions of its fresh juices in 2020.

The Future of Minute Maid

As Minute Maid transitions away from frozen concentrates, it aligns with current market trends focusing on fresh and healthier beverage options. The brand’s lasting legacy as a pioneer in the juice industry continues, even as it embraces new consumer demands.