Minute Maid Discontinues Iconic Frozen Orange Juice Concentrate After 80 Years
Nostalgic shoppers are reacting with disappointment as Minute Maid announces the discontinuation of its frozen orange juice concentrate, ending an 80-year legacy. The iconic product, first introduced to the public in 1946, will be phased out by April, along with other frozen juices like lemonade and limeade.
A Breakfast Staple Since 1946
The frozen orange juice concentrate was originally developed to provide convenience for households, eliminating the need for time-consuming fresh orange squeezing. Consumers simply dropped the frozen can into a pitcher of water to create a refreshing drink. Minute Maid, owned by The Coca-Cola Co., stated that this move is a response to shifting consumer preferences, as the company prioritizes its line of fresh juices.
In a recent statement, The Coca-Cola Co. explained, "We are discontinuing our frozen products and exiting the frozen can category in response to shifting consumer preferences." This decision marks a significant shift in the beverage industry, reflecting broader trends away from traditional frozen options.
Customer Reactions and Historical Context
Customers have taken to social media to express their sadness over the loss of a product many grew up with. One person lamented on X, "Sad! I know concentrate is not ideal, but it was a cost-effective option and still higher in actual nutrition than trendy drinks like kombucha that are now popular." Another shared, "Always remember my mom dumping the frozen glob into a pitcher and breaking it up with a big wooden spoon!" while a third noted its utility in cocktails.
Historically, Minute Maid's origins trace back to 1946 when Vacuum Foods Corp. became the first U.S. company to ship frozen orange juice nationwide, naming the product Minute Maid and eventually adopting the name for the company itself. Coca-Cola acquired Minute Maid in 1960, and in 1973, the brand introduced ready-to-drink orange juice, sold refrigerated, which allowed consumers to skip the mixing step. The product line expanded in 1980 with additions like lemonade and fruit punch.
Market Challenges and Industry Trends
In recent years, the orange juice market has faced numerous challenges. Competition from energy drinks and protein smoothies has intensified, while poor weather conditions in Brazil and Florida have driven up prices. According to U.S. government data, a 12-ounce can of frozen orange juice cost an average of $4.82 in December, a 13 percent increase from the previous year.
Additionally, consumers have become more health-conscious, questioning the added sugar in juices. In response, Minute Maid launched Zero Sugar versions of its fresh juices in 2020. However, frozen juices have struggled, with U.S. sales of frozen beverages falling nearly 8 percent in the 52 weeks ending January 24, as reported by NielsenIQ. This decline mirrors a broader trend in the frozen juice category, which has languished amid changing tastes.
The discontinuation of Minute Maid's frozen products highlights a pivotal moment in the beverage industry, as companies adapt to evolving consumer demands for fresher, healthier options. While rival Tropicana continues to sell frozen canned juice, Minute Maid's exit from this category underscores the ongoing transformation of breakfast and beverage habits worldwide.
