Nostalgic shoppers across the UK and beyond are reacting with dismay as Minute Maid, the iconic beverage brand owned by The Coca-Cola Company, announces it will discontinue its entire range of frozen juice concentrates, including the beloved frozen orange juice. This move marks the end of an era for a product that has been a breakfast staple in households for eight decades.
The End of a Frozen Era
The frozen orange juice concentrate, which was first made available to the public in 1946, was designed to provide unparalleled convenience. It allowed families to enjoy orange juice without the labour-intensive process of squeezing fresh fruit, simply by dropping the frozen can into a pitcher of water. However, Minute Maid confirmed this week that all its frozen products, including lemonade and limeade, will be phased out by April.
The Coca-Cola Company stated, "We are discontinuing our frozen products and exiting the frozen can category in response to shifting consumer preferences." This strategic shift will see the company prioritise its line of fresh, ready-to-drink juices, which have grown in popularity as tastes evolve.
A Wave of Consumer Sentiment
Since the announcement, customers have taken to social media to express their disappointment, reminiscing about the cost-effective and nutritious option they 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."
Others highlighted its versatility, with one user noting, "Nooooo! It’s also good to use in cocktails!" while a third shared a fond memory: "Always remember my mom dumping the frozen glob into a pitcher and breaking it up with a big wooden spoon!"
Historical Context and Market Challenges
The product's origins trace back to 1946 when Vacuum Foods Corp. became the first U.S. company to ship frozen orange juice nationwide, naming it Minute Maid—a name the company later adopted. Rival brand Tropicana, founded in 1947, continues to sell frozen canned juice, but Minute Maid's decision reflects broader industry trends.
After Coca-Cola acquired Minute Maid in 1960, the brand introduced ready-to-drink orange juice in 1973, sold in refrigerated cases, eliminating the need for mixing. Over the years, it expanded its lineup to include lemonade and fruit punch in 1980. However, in recent times, the frozen juice category has faced significant headwinds.
Declining Sales and Changing Tastes
Orange juice has struggled to compete with a flood of alternatives such as energy drinks and protein smoothies. Additionally, skyrocketing prices, driven by poor weather conditions in key growing regions like Brazil and Florida, have not helped. U.S. government data shows that a 12-ounce can of frozen orange juice cost an average of $4.82 in December, a 13 percent increase from the previous year.
Consumers are increasingly questioning the added sugar in juices, prompting Minute Maid to launch Zero Sugar versions of its fresh juices in 2020. Yet, the frozen juices have languished. According to market research firm NielsenIQ, U.S. sales of frozen beverages fell nearly 8 percent in the 52 weeks ending January 24, underscoring the category's decline.
This discontinuation not only signals a shift in corporate strategy but also highlights the evolving landscape of consumer beverage preferences, where convenience and health concerns are reshaping long-standing traditions.
