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End of an Era: Minute Maid Pulls the Plug on Frozen Juice Concentrate
After nearly 80 years of being a breakfast table staple, Minute Maid is discontinuing its frozen juice concentrates in the U.S. and Canada. The Coca-Cola Co., parent company of Minute Maid, announced Wednesday that the move is a direct response to evolving consumer preferences, as the brand shifts its focus to its ready-to-drink fresh juices.
For generations, the ritual of “ker-plunking” a frozen cylinder of concentrated juice into a pitcher and mixing it with water was synonymous with preparing orange juice. Minute Maid, originally Vacuum Foods Corp., pioneered the national distribution of frozen orange juice in 1946, making year-round orange juice a reality for American households.
However, the times are changing. “We are discontinuing our frozen products and exiting the frozen can category in response to shifting consumer preferences,” stated Coca-Cola. Consumers will see Minute Maid’s frozen orange juice, lemonade, and limeade varieties phased out by April, with inventory available only while supplies last.
Coca-Cola acquired Minute Maid in 1960, and by 1973, the brand introduced ready-to-drink orange juice, eliminating the mixing step for consumers. This innovation marked an early shift towards the convenience that now dominates the beverage market.
In recent years, orange juice has faced stiff competition from a diverse array of beverages, including energy drinks and protein smoothies. Compounding these market pressures are rising prices for orange juice, driven by unfavorable weather conditions impacting harvests in Brazil and Florida. According to U.S. government data, the average price of a 12-ounce can of frozen orange juice in December reached $4.82, a 13% increase from the previous year.
Concerns over added sugar have also played a role in declining juice sales. Minute Maid introduced Zero Sugar versions of its fresh juices in 2020, but the frozen juice category as a whole has continued to struggle. NielsenIQ reports a nearly 8% drop in U.S. sales of frozen beverages in the 52 weeks ending January 24.
While rivals like Tropicana still offer frozen canned juice, Minute Maid’s exit signifies a significant shift in the beverage landscape, marking the end of an iconic product that once revolutionized how Americans enjoyed their morning glass of juice.