In an attempt to win back market share from Coca-Cola, PepsiCo has begun selling its Tropicana Pure Premium orange juice in clear carafes. The change in packaging marks a major shift from the company's traditional coated-paper cartons. However, the nation's largest orange juice brand claims that this is a "natural step," as it saw a positive response in terms of sales of its low-calorie Trop50, which is sold in similar bottles, Reuters reported.
This is the company's second change in orange juice packaging. In 2009, it redesigned its logo from the iconic straw and orange to a much more plain design, but eventually changed it back to the old look after sales dropped and consumers voiced complaints.
Furthermore, last year, in an effort to cut costs, the brand reduced its carton size from 64 ounces to 59 ounces.
According to the source, Tropicana claims 28.2 percent of the market for orange juice and orange juice blends sold at supermarkets. However, its volume dropped 9 percent in 2010. Coca-Cola's Simply Orange now claims 13.9 percent, as its volume rose 11 percent last year.