Tropicana has responded to the backlash after redesigning its bottle.
Introduced in 2011, the transparent pitcher design and crown cap have since become synonymous with the juice brand. Earlier this year, Tropicana introduced a design that was meant to be easier to use and more environmentally conscious, but the change drew mixed reactions.
The juice brand told PEOPLE that the new design change came in direct response to customer feedback.
“This includes changing the shape of our bottle to make it easier to pour and store, as well as upgrading to a simpler and more sustainable cap made with less plastic that is easier to open,” a spokesperson for Tropicana Brands Group wrote in a statement to PEOPLE, adding that “these types of changes may take some time”.
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Consumers are upset about the change for a variety of reasons. Some miss the iconic shape — the jug supports the image of fresh juice at the breakfast table, said Peter Clarke, founder of packaging design firm Product Ventures.
“The problem with the new one is that there are no telltale signs,” Clarke told CNN. “It doesn’t make sense anymore. It is ubiquitous. It’s more of a generic structure.”
Tropicana orange juice, in a jug bottle. Justin Sullivan/Getty
Others suspect “bundled inflation,” or companies charging higher prices for less real products. Longtime consumers claim their favorite juice brand is the latest to subscribe to the trend.
But Tropicana may not be to blame for the price difference. While Tropicana says it has proposed a lower price point for the new design — 46 ounces for $3.99, versus the old 52 ounces for $4.69 — not all retailers have changed the price with the product.
According to data obtained by CNN from the market research firm Circana, Tropicana sales in July fell 8.3% compared to the previous year. Sales then fell 10.9% in August, and 19% through October.
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Before the jug shape, Tropicana juice came in a box with a picture of an orange with a straw sticking out of it. The company faced similar backlash in 2009 when the design was replaced with a simple — overly minimalist, some say — orange juice glass.
Just six weeks after the presentation of the new design, by huge demand from loyal customers, Tropicana is back to the classics. But another return to the old design this time does not seem likely.
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In a statement to PEOPLE, Tropicana said recent data shows sales are returning to normal levels and added that the brand has received positive feedback on the consumer experience with the new design.
“We continue to do everything we can to further help customers get used to our new look,” Tropicana said.
Categories: Trends
Source: HIS Education