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new tropicana cartons - completely awful!

ok - i don't know if this is the right board, but i am so upset about tropicana's new oj cartons. they look like the store brand are soooooo hard to read. i can hardly discern the different types of oj (calcium v. antioxident v. ?) . i literally first thought the store stopped carrying tropicana and, then, when i figured it out - it took me like 3-5 minutes to squint and try to figure out what type of oj my H likes. plus, these look like a "store" brand, not a commercial brand. maybe it's some kind of scam to trick people into buying something they think is cheaper (b/c store brands are having a resurgance)? i have no clue, but seriously, whoever designed these new cartons should be canned asap.

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  1. My thoughts echoed exactly! I understand that companies have scaled back tremendously on expenses, but why market your *top* selling product in such a vanilla-looking drab container? That is presently one ugly product, and it certainly does not appeal to the eyes at all. I really don't think Tropicana will keep it around all that long, jmho. I think they'll come to their senses soon enough when consumers start supplying negative feedback about how difficult it is to discern what variety of juice it is.

    16 Replies
    1. re: Cheese Boy

      i also think the taste is slightly different, like its been sitting in the fridge for too long, and this isnt bc i got from one bad shipment, i bought in 2 different stores

      1. re: shoelace

        Not all varieties of oranges are available at the same time. You are going to find flavor variations through out the year.

        But yes, I just noticed the changed cartons yesterday and yes at first I thought Kroger had changed their cartons and there was no Tropicana, I prefer a different brand anyway and yes it was difficult to distinguish among the cartons as to type of oj.

        1. re: Candy

          Tropicana is made from reconstituted frozen oj concentrate which is fairly consistent. Fresh OJ I would agree with, but not items from concentrate.

          1. re: Caralien

            Even though they explicitly state "not from concentrate"? I don't mean to sound too Pollyanna, I'm just wondering how they get around that particular language.

            1. re: vvvindaloo

              Apologies--I know most OJ companies have both from concentrate and not (unlike grapefruit juice, which is not from concentrate 90% of the time) To get around it the juice is squeezed, heated and pasturized, filled in vats...eventually frozen in the cartons and shipped to market, frozen.

              1. re: Caralien

                I am pretty sure that the Tropicana varieties sold in supermarkets is of the "not from concentrate" variety. However, it is certainly pasteurized and frozen.

                1. re: vvvindaloo

                  You know what's interesting? I believe that Tropicana oj sold in the UK is not pasteurized. It tastes wonderful, just like fresh squeezed. It's a bummer that we have such conservative standards sometimes with milk, oj and cheese. We'd get much better tasting products.

                2. re: Caralien

                  I don't believe it is frozen. It is chilled and shipped in refrigerated trains, but I believe it is shipped from the plants in Florida in the final sales carton, and this would preclude freezing it as you describe. It certainly is not concentrated and reconstituted, in contrast to Minute Maid for example.

                  If you can cite specific evidence that it is frozen, I'd like to hear about it. Note, it is certainly possible that some is frozen in bulk and warehoused to be blended with fresh juice later, to smooth out growing cycles (those pesky oranges just don''t always ripen at the same time consumers want to drink), but I'm doubting it is routinely frozen. Florida's Natural is not ever frozen, and I believe the same is true of Tropicana.

                  1. re: johnb

                    "Off-season juice is stored in aseptic tanks or frozen in warehouses. "
                    http://www.allbusiness.com/manufactur...

                    1. re: Caralien

                      Here's a much more recent article (the one you linked to is from 1996) that gives a bit of information about how orange juice is handled. I think the answer is that some of the juice is maybe frozen, kind of.
                      http://www.msnbc.msn.com/id/24066876/

                      1. re: Caralien

                        Yes, just as I said, but IT ISN"T CONCENTRATED and, obviously, not reconstituted. That is the key. It is non-concentrated juice, that is pasteurized then mixed with previous batches of non-concentrated juice, some of which were held in a frozen state, in order to achieve a consistent taste and to even out production/consumption asymmetries. Blending is found throughout food and winedom; I'm thinking of all those chateau in Bordeaux who blend each year to achieve a consistent style. Same with scotch, etc etc. No big deal with that.

                        Other brands, such as Minute Maid, are from concentrate (but not necessarily frozen concentrate AFAIK). It must be pasteurized twice, first when concentrated, then when reconstituted and packaged. You can easily tell in the taste. It's the pasteurization that degrades the flavor of oj. That's why fresh squeezed will always taste best, and why not-from-concentrate is next (pasteurized only once).

                        The more recent article linked by ccbweb basically is a tasting in CI of premium juice (Tropicana) against so-called super premium (various boutique brands). Again, neither is concentrated--The main difference is how the juice is pasteurized; the super premiums are flash pasteurized. Several of those brands are made in California, which is generally not considered to be the best place for juice (California oranges are generally for the table, Florida oranges are for the juicer).

                        In short, the best juice is fresh squeezed. Next is NFC, whether Tropicana, Florida's Natural, store brand premium, whatever. Next is from concentrate, such as Minute Maid, store brand regular, etc. Next IMO is frozen concentrated that you reconstitute yourself, and at the bottom is canned shelf-stable.

                        1. re: johnb

                          Yep, not concentrated, as replied to vvvindaloo.

                          It seems that Brazil is now supplying the summertime supply, so it ought to be from a fresh supply year round.

                          I really don't like pasturized juice at all, so it's not an issue for me.

                          1. re: Caralien

                            Yes, but in that same post you stated that (Tropicana I suppose) "gets around it" (I'm not sure what "it" is) by various things and "shipping it frozen." Not so--it is shipped fresh. Also inaccurate in that post was the statement that most companies ship both concentrate and non-concentrate. AFAIK, at least for retail juice sold by the big boys. Tropicana is always NFC, Minute Maid is always reconstituted, Florida's Natural is always NFC. Those three account for the lion's share of the market, at least anyplace I've looked.

                            Do you drink only fresh squeezed juice? Unless you do, then you certainly do drink pasteurized juice.

                            1. re: johnb

                              Same post? No--multiple posts. "gets around it" was from another poster who had a question. I wrote what I knew, then looked up and provided updated and clarified information in separate posts. So it's fresh pasturized that you drink--good for you.

                              I don't like pasturized orange juice, and won't drink it. I've posted many times that I don't drink it--I don't know why that is so difficult to believe! Pasturized juices have a funny taste. I won't buy cartons at my local stores, and oranges aren't really grown in this part of the country.

                              When I'm in Florida, I'll stop and pick up some half-gallon jugs of freshly squeezed, non-pasturized juice. Valencia too.

                          2. re: johnb

                            Califonia grows lots of Valencia (juice) oranges. Sunkist brand is the company formed to grow and market only Valencia oranges. (there is a city named for them in So Cal) Nowdays most are grown on the east side of San Joaquin valley up against the foothills, between Fresno and Bakersfield, and along the coastal valleys between Sanata Barbara and Oxnard. Tulare and Ventura counties are the big producers now.

                            2007-08 season totals were 43,000 acres, down from about 68,000 in 2001, the year of worldwide valencia orange glut which forced many family farms to change to other fruit crops in an attempt to survive. (They were getting only $2/ box in 2001!)

                            1. re: toodie jane

                              Yes, it was heart wrenching to drive past acres of orange trees being bulldozed into history. At least most of it went to other agriculture not housing.

          2. Bizarrely, after hearing similar complaints somewhere else, my wife and I (product design junkies both) took a good long look at the Tropicana (both new cartons and old) in Star market this morning. Our take: the new cartons are actually EASIER to read than the old ones! The type of juice is now much more clearly identified, it's just that it's on top (where the seam is) instead of on the front panel. It took me about one-fourth the time that it used to to identify my Tropicana of choice (high pulp plus calcium and vitamin D). Speaking as a fairly serious student of design AND a Tropicana drinker, I really like the new package a lot.

            16 Replies
            1. re: BarmyFotheringayPhipps

              I read a NYT article about the design change--seems Pepsico is changing logos on just about its entire portfolio to "modernize" them somewhat. I'll admit, a straw sticking out of an orange seems a bit tacky, but honestly, tho I've bought gallons of Tropicana over the years (only when on" sale"), I didn't even realize that was the graphic until I read the article--so much for me paying attention to package graphics.

              The article did say, however, that they are also introducing a new half-orange shaped cap. This has not been seen yet where I am--they are still using up the old caps I suppose.

              1. re: johnb

                yeah, there is a new pepsi logo -- sort of looks like obama's brand. imo, the new pepsi logo sort of looks bland, without energy. http://www.pepsico.com/Brands/Pepsi_C...

                the 12-pack of diet pepsi i just bought shows a slightly different logo -- "flatter" in the (nearly non-existent) curve.

                1. re: johnb

                  The new Mountain Dew logo (logo now just says MTN Dew). It has a craggy mountain pattern, and is ugly...more ugly than the old label.

                  1. re: johnb

                    Here's a picture of the new half-orange cap: http://tinyurl.com/8a7xc3 I'm SO not going to say what it looks like! LOL

                    Old carton (I think): http://tinyurl.com/9nogu2

                    I had noticed the change a few weeks ago when I was picking up some juice....ended up going with the more expensive Pure Valencia, because I *wanted* the pulp. It seems my local markets have gone all "non-pulp" with the carton juices. But before I chose that, it was a bit more difficult to discern the difference between store-brand and the Tropicana.

                    1. re: LindaWhit

                      Oh, man - I've defended the graphic redesign of the cartons elsewhere in this thread, and I stand by that defense, but I really hope they DON'T roll out the half-orange shaped caps.

                      Not only do they make Barmy think of lady Oompa-Loompas, but I suspect that they're a step backwards ergonomically. Wouldn't the half-sphere shape be much harder to manage than the standard shape with an edge, for folks with grip problems?

                      1. re: Allstonian

                        Lady Oompa-Loompas! OMG, that's brilliant! LOL

                        And I agree - they will be more difficult for anyone with arthritis or grip problems.

                        1. re: LindaWhit

                          All I could think of when I look at the new cap comes, well, circumsized.

                          1. re: thinks too much

                            oh. my. goodness! http://www.popcesspool.net/2009/02/th...

                            plus " Tropicana says that proprietary technology went into the halved-orange “squeeze-and-twist” cap, which replaces a more conventional threaded closure covering the pour-spouts on the top of its cartons." http://www.packagingdigest.com/articl...
                            squeeze and twist!?! lol!

                            i just hope the cap doesn't leak if the carton is lying on its side. <um, you *weren't* thinking what i think you're thinking?!?>

                            1. re: alkapal

                              I didn't notice that you had to squeeze it to open. I just twisted as usual.
                              And for some reason, mine is laying on its side for the last couple of days and no leaks!
                              (As far as phallic symbols, that never occured to me, unfortunately it will be hard not to think of it now.)

                              1. re: alkapal

                                good grief, the biggest marketing mistake since Nutcracker Barbie

                        2. re: LindaWhit

                          Well I didn't like the new design until I got one with the orange cap, now that I think is cool.

                      2. re: BarmyFotheringayPhipps

                        Our first take on it was, Why did Stop n Shop stop carrying Tropicana? And our second and third takes --- CHEESY. GENERIC. Because it's you BFP, and you're generally a person of good sense, I'll go in the kitchen and look again. But I'm dubious!!!!!!!
                        And whether it's my imagination (new packaging) or my palate (off taste) I noticed what shoelace did as well.

                        1. re: BerkshireTsarina

                          Pretty awful. I hadn't taken note until today, and saw them all in a row, along with an older carton. The older graphic is much better.

                          But hey, I'm surprised it's still 64 oz. Are they playing three card monty with the consumer, and will soon be lowering the ounces? My folks gave me a 'three pound' can of Maxwell House today -- only, it wasn't. It had a -- oh my stars how wonderful how did I possibly pick it up BEFORE? -- handle and was 2 pounds 7 ounces. Of course at the same price that the 3 pound can was before. And, it was plastic.

                          So, I won't be surprised to see Tropicana following on their 'gorgeous' graphic with a lowered amount of juice.

                        2. re: BarmyFotheringayPhipps

                          i think it's interesting that you had to take a "good long look" to figure out that it was easier to read. kind of proves that it's not easier. but whatevs. my H loves the stuff, and so we'll buy it - but i'm not sure they'll get new consumers unless people mistake it for store brand and try to save $$ w/o looking at prices. it's completely not attractive. talk about boring.

                          1. re: bu dat

                            Errrrrrr...I took a "good long look" to compare and contrast the two container styles that were in front of me, during which I catalogued the various ways in which I thought the new container was better designed. As I said, one of the things I noticed is that it's about 500% EASIER to tell what kind of juice is in what kind of carton, not least because that information is now in a cleaner typeface and in a more logical position on the carton. But, as you say, whatevs.

                            It's funny how many people are claiming that the packaging looks "generic" when I thought it seemed pretty obvious that they're going for a vibe similar to, say, the excellent new Wegman's logo (www.logodesignlove.com/wegmans-logo-r...) -- and yes, I'm enough of a product and logo design geek that I have an opinion on the logo redesign of a supermarket that isn't even in my home territory -- with its minimalist, uncluttered aesthetic.

                            I recognize that not everyone is as interested in this sort of thing from the standpoint of pure typography and design as I am. All I'm saying is that of all of the current round of Pepsi-related rebranding/redesigns, this is the one that I think works the best, not least because the old Tropicana packaging looked so tired, cluttered and cobbled-together.

                            Now, you wanna talk a redesign that Pepsi botched, the new Mountain Dew -- excuse me, MTN DEW -- design is awful. Feh. Bring back the hillbillies, I say!

                        3. Probably they changed them to look like the generic brands so people will pick them up THINKING they are the store brand.

                          1. bu dat, cheese boy, and candy,

                            You all read my mind! I saw the new carton a my local grocery store and thought it was the store brand. Days later while clipping coupons, I noticed the coupon with the new design. I liked the little straw in the orange.

                            1. I sort of like the new design.

                              Cleaner and fresher looking.

                              1. I don't like the new design at all. Aesthetically I find it unpleasing, but the bigger issue is that it takes me much longer to find the variety I buy - which just flies in the face of what good design is supposed to be about.

                                1. The new design definitely threw me for a loop in the supermarket and it took me a minute or 2 to find the right variety of Tropicana. But, like anything else, people will get used to it.

                                  1. is this the design you are talking about? http://www.pepsico.com/Brands/Tropica...

                                    look at the frito-lay logo: http://www.pepsico.com/Brands/Frito_L... that looks strange to me....

                                    2 Replies
                                    1. re: alkapal

                                      At the bottom right side of this page you will see the "new look"...

                                      http://www.tropicana.com/#home

                                      1. re: valerie

                                        oh, thanks.

                                        it's blah. and the juice looks watery. i realize that is the "no pulp" version, but still.....

                                        i wonder if the various "pulps" have actual photos of the product on the front.

                                        anyhow, i like the old design, where the name is much more prominent across the top front. also, they spent a lot of time on the ad campaign with the "straw in the orange" -- which was a terrific concept. i hope this re-branding goes the way of "new coke."

                                        i wonder who talked whom into this pan-corporate re-branding .... someone trying to justify their job in the corporate hq, or some ad agency with a good sales team..... or some *symbiosis* IF ya know what i mean, wink wink ;-).

                                    2. Folks, you're starting to remind me of Prince Charles railing on about "modern architecture." It's not whether its good or bad, whatever that may be. It's whether you're accustomed to it. 10 years from now, when they change it again, we'll hear the same complaints about the "dumb new Tropicana (or substitute any other company here) logo," so much worse than the old one (nice glass of OJ).

                                      4 Replies
                                      1. re: johnb

                                        do we all have to marry camilla, too?

                                        1. re: johnb

                                          Nonsense. The design stinks because it doesn't do what it is supposed to do. And one of those things is to make it easy to distinguish between the many varieties of Tropicana OJ. This design does a very poor job at that.

                                          1. re: flourgirl

                                            Exactly. Per my post a bit further upthread, it took a LONG time for me to be able to realize that all of the cartons were "no pulp" vs. what I wanted. They are not making it easier; they've made it more difficult to determine the variety on the shelf.

                                            1. re: LindaWhit

                                              I agree. I just took another look this afternoon and you are right. It is difficult to distinguish among the cartons as to variety. I'd rather have Florida's Natural or Simply Orange anyway. And, yes, I want lots of pulp. Not much point to drinking it without getting the benefit of the fiber from the pulp.

                                        2. It was HATE at first sight for me, too. Terrible move.

                                          1. I agree- I hate the new container design. And I don't even buy Tropicana! :)
                                            But I did grow up drinking it. Why can't they just appreciate strong consumer brand recognition when they've got it? Then again, I recently (and by coincidence) saw a movie with an old ('70's or early '80s) Tropicana container in it, and wondered why they ever removed the cute Tropicana girl that I remember from my childhood. I guess we do get used to everything.

                                            1. I also thought the the market was out of Tropicana OJ when i went looking for it. Pepsi's so confident in this redesign that they didn't run promos on TV touting the change? I was sure this carton was store brand until I practically turned it on its side to see the "Tropicana".

                                              More to the story, though: Either the Tropicana workers at the processing plant mixed up the cartons for the "High Pulp" with the "Some Pulp" run, or Pepsi's screwed around with the mixture (and I wouldn't be the least bit surprised if they did), because my "Some Pulp" juice this morning was disgustingly thick. Ugh. I have a feeling that consumers like me aren't the only ones confused.

                                              Has anyone else noticed a Pulp difference?

                                              1 Reply
                                              1. re: mcsheridan

                                                A pulp difference? Not really. I'm just ever so grateful they didn't lower the quantity.

                                                Good point on what everyone gets used to, though. These will be the good old days in ten years, how sad is that.

                                              2. I think it was a pretty terrible move. The straw in the orange was immdiately recognizable as Tropicana. Why throw that away? That kind of recognition takes many years to build.

                                                4 Replies
                                                1. re: gatorfoodie

                                                  What about Tropic-Ana? She was the company mascot long before the straw in the orange.
                                                  http://www.flickr.com/photos/dyingind...

                                                  1. re: Allstonian

                                                    Tropic-Ana was such a cutie. But the picture you link to is just a head shot. Didn't she have a grass skirt? And did something show up top, or was that covered by a lei? (Or maybe I'm remembering the White Rock fairies.) I imagine she lost her job due to political correctness--ethnic concerns and/or inappropriate depiction of a child.

                                                    Remember the very old Tropicana TV commercials? "Come on down!" Meaning, to Florida. "Florida orange juice" used to be a big selling point for Tropicana. But I noticed a while back that the oranges now come from the U.S. or Brazil.

                                                    1. re: Angela Roberta

                                                      Yep, she wore a grass skirt and a strategically placed lei. I searched and searched on Google for a full-length picture, but all I could come up with was a very out-of-focus photo of a carton of juice and a couple of pictures of a stuffed cloth doll!

                                                2. It kind of looks like what people expect healthy food packaging to look like--retro serif-less fonts, clean design, nothing too gimmicky (ie the straw in the fruit). It's also similar to the cartons for UHT products in Europe (especially Parmalat milk, which used to have a half glass of milk on the front, serif-less letters...)

                                                  Obviously they've done something wrong with their branding, because it's completely unrecognisable now. Likely it's to attract people who are anti-corporate, because this looks more home-grown. It's one thing to attract a new generation of customers, but it shouldn't be by alienating your base.

                                                  4 Replies
                                                  1. re: Caralien

                                                    Since many of the stories on here are about people who looked harder for their Tropicana juice or were irked when they thought the store was out of their Tropicana juice it seems that they're probably not alienating people too much. Only chowser below has written that he or she bagged it and bought something else.

                                                    1. re: ccbweb

                                                      Brand recognition is something which is incredibly important in keeping existing customers, as that is the foundation for profit. If people on CH didn't recognise the brand from its packaging, it would be safe to say that the average person in most neighborhoods may not recognise it either, and they might purchase instead another brand familiar to them, say Minute Maid or Simply Fresh from Tropicana/Pepsi's rival, Coca Cola.

                                                      I don't drink pasturized OJ, so it doesn't affect me in the least.

                                                      1. re: Caralien

                                                        minute maid doesn't hold a patch on tropicana. i think minute maid is from concentrate, unlike tropicana. tropicana USED TO have both. now, i believe it is only the not-from-concentrate. i buy it or florida's natural, or simply orange, whichever is on sale. but i think tropicana and florida's natural are the best of the group -- other than the premium "valencia orange" from indian river. http://www.indianriverjuice.com/index... http://www.indianriverjuice.com/index...

                                                        btw, indian river makes great red grapefruit juice. http://www.indianriverjuice.com/index... FAR better than the wimped-down version by tropicana.

                                                        street cred: florida native.

                                                        while i'm on a roll, the best grocery store apple juice is definitely coca-cola's "simply apple." apple-nirvana, rivaling fresh-pressed ciders -- often.

                                                    2. re: Caralien

                                                      I agree with the above assessment that the package looks much more upscale now (healthy, modern feeling). I think it's a big improvement. But then again, I don't drink orange juice, so fat lot of good that does them.

                                                    3. I couldn't find the type my kids like so ended up buying a different brand where I could easily read what type it is. I don't want to have to scrutinize the container to find the type I want and other companies make it much easier.

                                                      1. I think it's an improvement for Tropicana.

                                                        Pepsi, however, riffed off the Girl Scouts logo. And not well.

                                                        1. I had a completely different reaction.

                                                          I had an emotional reaction that it worked well inside of a recession mentality or psychology. I liked how straight-forward and no frills they looked. OJ is a basic in our house and I liked the idea that Tropicana wasn't pulling any punches with it.

                                                          I'm sure they tested it with focus groups. Change is always a little disorienting though, isn't it?

                                                          And I had no trouble discerning that it was Tropicana or what kind of juice it was.

                                                          8 Replies
                                                          1. re: chicgail

                                                            I don't mind change at all. I just want to know which is no pulp, calcium added and it isn't readily apparent.

                                                            1. re: chowser

                                                              Looks like Pulp Free Calcium Added may have been rebranded as "Healthy Kids" http://www.tropicana.com/products/Tro...

                                                              1. re: maplesugar

                                                                Thanks for the info. It'll make my kids happy. They like Tropicana best.

                                                                1. re: maplesugar

                                                                  No, there is still a pulp free calcium added variety that is not part of the healthy kids line-up, at least in my store.

                                                                  1. re: flourgirl

                                                                    Yep - it's this one:
                                                                    http://www.tropicana.com/products/Tro...

                                                                    You can identify it because it's the one that says:
                                                                    "pulp free
                                                                    "calcium & vitamin D."

                                                                    1. re: Allstonian

                                                                      Okay, so I think my problem wasn't that it was hard to identify but that the store didn't happen to have the one that I usually buy because I didn't see anything that had no pulp AND added calcium.

                                                                      1. re: chowser

                                                                        Well, then the store is failing you, but I don't think you can blame that on the redesign!

                                                                        1. re: Allstonian

                                                                          Two changes at once, redesign and eliminating the product--too much at once for an old fogey like me.:-)

                                                            2. I didn't recognize it as Tropicana, either. I doubt they need the logo recognition, though. People like me will only drink their brand or make it fresh, so I will hunt down the right carton until I find it. There is no danger of me switching to another brand on account of the logo. Sigh. If only I could still drink as much OJ as I wish.

                                                              1. I just googled it - it's made out of plastic. Does this mean that it's more environmentally unfriendly?

                                                                2 Replies
                                                                1. re: Soop

                                                                  Um, the cartons are still paperboard.

                                                                  1. re: Karl S

                                                                    Oh, I was reading this http://www.beveragedaily.com/Products... - it does say 2003.

                                                                    Can someone link me to the new one?

                                                                2. when i saw them at the store, some purchaser grabbing a carton said something about "the rainforest" on the back of the carton. what, is this somehow helping "the rainforest"? aha, "yes" is the answer, and you know that for sure"**: http://www.jackiesjungle.com/2008/12/...

                                                                  now, if you hug your cardboard carton, it's virtually like hugging a (rainforest) tree! oh, tropicana is soooo "green" and coooool.

                                                                  _________
                                                                  ** john lennon, "mind games" (1973) http://www.lyricsfreak.com/l/lennon+j...
                                                                  http://lyricwiki.org/John_Lennon:Mind...

                                                                  2 Replies
                                                                  1. re: alkapal

                                                                    Woah! that's really cool! And if that's the new packaging, it doesn't look too bad, or hard to read.

                                                                    1. re: Soop

                                                                      >>a carton said something about "the rainforest" on the back of the carton. ..now, if you hug your cardboard carton, it's virtually like hugging a (rainforest) tree! oh, tropicana is soooo "green" and coooool.

                                                                      Absolutely. I am sooooooooo grateful to Tropicana now, they are my heroes.

                                                                      Sheesh.

                                                                  2. I'm glad you started this thread. I've been puzzling over it and look forward to reading more about the "design impulse" behind this. To me, it looks so utilitarian, like "ok, fun's over, recession's on, now drink your oj our of this Soviet looking plain package." A reflection of the grimness that's settling over life due to the dire economic situation, but maybe I'm projecting. I just can't understand why they'd want to go forward with something with so little visual impact.

                                                                    6 Replies
                                                                    1. re: Mandymac

                                                                      Yes! That's exactly how I felt when I first saw it (besides being annoyed at how long it was taking me to find the variety I usually buy). I hope other brands don't start following this trend.

                                                                      1. re: flourgirl

                                                                        I don't really care about the packaging, but "not from concentrate" makes a HUGE difference.

                                                                        And I prefer Florida's Natural anyway, although both Aldi's and TJ's house brands are very good for the price.

                                                                      2. re: Mandymac

                                                                        seriously! i mean, to be honest, the daily beating of the news is awful enough. can't i just have a cheery and color-coded box of oj? is that really too much to ask?

                                                                        the new packaging is totally awful. hard to read and ugly. i understand some people like the new "clean" font and modern no nonsense look. but i am not one of those people. to each his own, i guess. i also like craftsman houses more than modern steel boxes with black and white as the only colors for furnishings.

                                                                        fyi - i wrote to trop and they said: "we wanted to capture the spirit of the morning by depicting the actual juice on the carton verses just the fruit. We wanted to focus on the juice itself and bring it to life on the package."

                                                                        what is funny to me is that the picture of the juice is FAR less orange than the picture of the fruit. so, now it doesn't look like a delicious orange treat -- it looks like a watered down glass of concentrated oj (which i know it's not). and it's hard to read!

                                                                        1. re: bu dat

                                                                          yes! the photo on the carton makes the juice look watery, as i noted upthread. i grew up with fresh squeezed in florida. if it is fresh squeezed, i drink it as is, but if it is NFC, tropicana or the like, i find the natural sweetness too cloying. actually mr. alka and i will then water it down for a more "refreshing" drink -- flavor like the orangina drink, but lots cheaper! ;-). but don't give me ice in oj (unless it has some booze in it, too!).

                                                                          the new design shows a huuuuuge serving glass on the front. ah, that is the great power of suggestion. but if that is eight ounces (their "serving size"), well ....i'm a wallaby! not that they say that this glass shows one serving in any way....

                                                                          according to nutritional guidelines, one "fruit" is a serving size of only four little ounces. four ounces was more along the lines of those small juice glasses in the days of yore: http://images.replacements.com/images...
                                                                          http://www.clifbar.com/blog/detail/ja...

                                                                          these days, people guzzle huge glasses of juice.

                                                                          interesting press release on the new marketing design, campaign, and a new product ("trop50"), with lower sugar, and PurVia (tm), a new zero-cal sweetener: http://news.prnewswire.com/DisplayRel...

                                                                          1. re: alkapal

                                                                            I was in my local Stop & Shop today and while I didn't have to purchase OJ I did stop to re-look at the packages. It did take a few seconds to "re-scan" the OJ section, as the cartons definitely looked generic. After looking at them this time, yes - I can see the Pulp or No Pulp or Calcium-Enriched or whatever additional label is on the carton.

                                                                            But the overall look of the entire package is bland. It looks like it was shot with a soft-focus lens. If they had wanted to "capture the spirit of the actual juice" they should have shown real juice. This just doesn't look like it. The juice shown on the carton is most definitely a paler orange than the older packaging - which sends a signal to the brain (my brain, at least) that it's not a "full-strength" orange juice. It does not look at all appetizing, and I'd be more inclined to buy another carton, regardless of it saying Tropicana.

                                                                          2. re: bu dat

                                                                            The color code is exactly the same as it was on the old box. It's just in a slightly different place.

                                                                        2. Okay, I just fished the old-style carton that we finished last week out of the recycle bin, and compared it to the new-style carton we bought over the weekend. (Yes, I washed my hands in between, and afterwards, and everything) and I do NOT understand why it has suddenly become so difficult for so many people to figure out which variety of OJ is in the carton.

                                                                          The old carton has a color-coded bar across the peak that says "Lots of Pulp Calcium & Vitamin D." The new carton has a color-coded bar across the peak that says "High Pulp Calcium & Vitamin D." (Is it really not clear that "high pulp" = "lots of pulp," when the other choices are "some pulp" and "pulp free"?) The old carton repeats that information just below the "shoulder" off the carton, as does the new carton! And the old carton says "100% pure & natural orange juice with calcium & vitamin D" at the very bottom of the carton (without info about its level of pulp), and...so does the new carton! So please, someone - explain exactly WHY it's so difficult to identify your preferred variety? Because I don't get it.

                                                                          5 Replies
                                                                          1. re: Allstonian

                                                                            I didn't find it the least be of a problem - actually, I find the new packaging visually more precise.

                                                                            1. re: Allstonian

                                                                              One thing I haven't seen mentioned is that I'm fairly sure that the old versions used different names to differentiate the amount of pulp. I prefer the "some pulp" version, and unless I'm mistaken (which has been known to happen!), that type was labeled not just descriptively (Some Pulp) but also was called "Homestyle." I believe that the no pulp and lots of pulp versions had other names (Original and Grovestand respectively, if I recall correctly), which made it even easier to find your desired type. Now they all look alike and only the small type at the top differentiates them.

                                                                              I'm not saying this is a major hardship -I can still read the description just fine, thank you - but it could be part of what is annoying some people about the new look.

                                                                              1. re: Allstonian

                                                                                Agree completely Allstonian. The new package is just fine, and getting rid of those confusing "names" certainly helps. How am I supposed to know that "homestyle" means its full of pulp. Not where I grew up, mom and grandma always strained the OJ to get rid of the pulp - my idea of homestyle. If i wanted the pulp, I'd eat an orange.

                                                                                1. re: KaimukiMan

                                                                                  True, there's nothing inherently explanatory about "homestyle." But once I learned that that's what they called the kind I like it was easy to look for. As I said, I don't really mind the new look, but the old one did offer more ways to find your favorite type so I can understand why the new cartons are irritating to some.

                                                                                  1. re: BobB

                                                                                    Ah yes. OJ, along with jeans and toothbrushes, has become way too complicated.

                                                                              2. I live in Bradenton , FL, home to Tropicana's juice plant. I'm not suggesting a cause-effect relationship re: the packaging change, but today Tropicana just announced a layoff of 50-60 because orange juice sales are down 3% for the 4 -week period ended Dec. 20.

                                                                                1 Reply
                                                                                1. re: Veggo

                                                                                  That period was indeed before the package change....

                                                                                2. in my estimation, the "sleeker" design (which i think is blah) is undermined by the (proposed) tarted-up "half-orange" top. definitely will pose a grip problem. i wonder if tropicana monitors the web to see our comments? i'll bet they do.

                                                                                  1. My response was that was one of the most jarring package redos I'd ever seen. Why make a premium product look generic? And it took me a long time to find the kind I wanted as well.

                                                                                    1. Jfood keeps scratching his head and he is starting to lose hair on this topic.

                                                                                      Last he checked the juice inside was still the same, the package size was still the same and the only thing that changed was the graphics. And then he overlays the fact that this is a food board where people discuss the discovery of food. Just makes it easy for Jfood to get his TP.

                                                                                      Personally jfood like the idea when there was regular and then pulp. Then the number of choices increased like a medicine cabinet and just confused jfood. He just wanted his regular old Tropicana no pulp, not with Calcium, or vitamin Q or semi-quasi-mini-many-pulp.

                                                                                      So if TP reduces the graphics and made it easier for jfood to grab and go and they kept the insides the best out of FL, he says, go for it TP. Make it easy for jfood and he is a happy cart-pusher through the OJ aisle.

                                                                                        1. re: alkapal

                                                                                          oooo yum! tropicana pink lemonade:

                                                                                          Ingredients
                                                                                          TREATED WATER, HIGH FRUCTOSE CORN SYRUP, CITRIC ACID, LEMON JUICE FROM CONCENTRATE, SODIUM CITRATE, NATURAL FLAVORS, GUM ARABIC, SODIUM BENZOATE AND POTASSIUM SORBATE (PRESERVE FRESHNESS), GLYCEROL ESTER OF WOOD ROSIN, CALCIUM DISODIUM EDTA (TO PROTECT FLAVOR), RED 40

                                                                                          I'm so glad they left the glycerol ester of wood rosin IN.

                                                                                        2. Ugh- I hate it. With the old cartons, I could easily pick out the type I liked based on the carton color and with this new type, the tiny stripe at the type is much harder to pick out.

                                                                                          I checked the Tropicana site and it looks like the half-orange shaped tops are showing there now- not a good plan at all.

                                                                                          1. I find the new look easier to find my "type" without reading each one. The color coding has improved and I find glancing at the top of the carton to be a clearer read than looking at the entire body of the carton.

                                                                                            A certain amount of my day to day shopping I do on "autopilot" and changed packaging does throw me for a loop initially. Some items I recognize through color/shape/font to such an extent that I can forget which brand it is - then I'm really lost when they change the packaging!

                                                                                            1 Reply
                                                                                            1. re: meatn3

                                                                                              PepsiCo heard all the complaints loud and clear about the new graphics on Tropicana OJ. Starting today Tropicana is working on getting the old graphics produced and distributed.

                                                                                            2. the florida navels are now atthe end oftheir run and the freeze 2 weeks ago stopped the presses. so now jfood goes to Tropicana for his Orange fix.

                                                                                              Fix container today and the little fake orange opener is corney but it handles very nicely. jfood likes it and he still has his favorite container OJ insode.

                                                                                              1. my retail sources tell me that tropicana sales since the re-design have plummeted, while before it was the best seller.

                                                                                                4 Replies
                                                                                                1. re: alkapal

                                                                                                  A classic example of, "If it ain't broke, don't fix it."

                                                                                                  1. re: alkapal

                                                                                                    Is this for one store, region, or nation-wide?

                                                                                                    1. re: KTinNYC

                                                                                                      If their sales are plummeting, it's probably because every other brand has been on sale for $2 or $2.50 while Trop has been at full price. Only the last week or so are they offering a $3 sale price, I hadn't bought it in a month or two but that was just because of the full price issue.

                                                                                                      1. re: coll

                                                                                                        here in dc metro market, tropicana is in a regular sale rotation with florida natural and the other one -- minute maid? $2.50-3 per carton.

                                                                                                        as to how far-reaching across the nation is the sales-decline, i don't know.

                                                                                                  2. Well, it looks like the naysayers have won! Tropicana will return to its original packaging with the orange-and-straw.

                                                                                                    http://www.nytimes.com/2009/02/23/bus...

                                                                                                    6 Replies
                                                                                                    1. re: LNG212

                                                                                                      the design enthusiasts have won!
                                                                                                      query: will the special "cap" be retained? i'm guessing not.

                                                                                                      1. re: alkapal

                                                                                                        Actually, if I remember what I read correctly, they will indeed be keeping that weird cap.

                                                                                                        1. re: LNG212

                                                                                                          they're keeping it for a new version - trop 50 - low cal. oj.

                                                                                                          YAY. i like coke classic too.

                                                                                                          1. re: bu dat

                                                                                                            what can one do to make oj low cal? remove sugar to replace it with artificial sweetener?

                                                                                                            -- or just dilute with water? ;-).

                                                                                                            1. re: alkapal

                                                                                                              They are doing both, and tinkering with the natural brix content. Growers here are furious that the whole image of orange juice may be compromised, and it's a tactic to get more product on shelves while buying fewer oranges from growers. Where is Anita Bryant when we need her?

                                                                                                              1. re: alkapal

                                                                                                                I just heard that they are putting stevia in it.

                                                                                                      2. Woohoo! So it's not just me!

                                                                                                        Tropicana, if you are reading this PLEASE BRING BACK THE OLD TROPICANA!!!!!!!!!!!

                                                                                                          1. re: HillJ

                                                                                                            Sounds like they really overthought the whole concept.

                                                                                                            1. re: HillJ

                                                                                                              that is hilarious. what a load of b.s.
                                                                                                              "the journey began"...
                                                                                                              the "emotional" import of such a "dramatic revolution"
                                                                                                              "we'd never showed the juice, just the orange."
                                                                                                              "the squeeze top implies squeezing the orange, and has emotional connotations of hugs, or squeezes between mother and child."
                                                                                                              ~~~
                                                                                                              man, they get paid for this! am i the sucker!!!!

                                                                                                              1. re: alkapal

                                                                                                                The line about squeezing as it relates to the human condition slayed me. What about squeezing as it relates to FRESH squeezed O.J....

                                                                                                                Wonder where his next "journey" will be (wink)

                                                                                                            2. I don't normally care about this stuff, but the new cartons are lousy. This is just a result of a bunch of over paid out of touch "suits" making bonehead decisions. I can see them now, "brainstorming" with the dry erase board, Starbucks cups and plastic water bottles on a long table in a conference room. Man I'm glad I'm retired. Dammit I liked the picture of the orange with the straw in it!

                                                                                                              1 Reply
                                                                                                              1. re: mrbigshotno.1

                                                                                                                As LNG212 posted on 2/23 http://www.nytimes.com/2009/02/23/bus... the OLD packaging returns!

                                                                                                                I just bought my OJ last night with the new "OLD" packaging and freshly dated "May 4". The straw in the orange is Back!

                                                                                                              2. Even if I don't agree with the ad decision, I do enjoy hearing the logic, creative thought process behind an ad decision directly from the decision maker.

                                                                                                                In this case, the publics p.o.v. mattered and immediate action was taken to change what had to have been a costly defeat both professionally & financially.

                                                                                                                A rare day for consumers.

                                                                                                                2 Replies
                                                                                                                1. re: HillJ

                                                                                                                  you know, the orange juice -- which was supposed to be the new "focus" -- just looked so insipid. it looked like frozen, reconstituted juice.

                                                                                                                  1. re: alkapal

                                                                                                                    Wouldn't be the first time ad exec. ignored what consumers actually want to see. I'd love to hear from the "focus group" on what the "focus" of repacking a extremely popular brand of fresh squeezed OJ was afterall.

                                                                                                                    The fact that the consumer was already paying more for less juice didn't bode well for the timing of repacking either.

                                                                                                                    Pepsico, pay attention.

                                                                                                                2. OK, based on reading this post, and the economy, I actually started looking at the Tropicana vs. Minute Maid vs. Store brand for the best price on my (admitted) mixer.

                                                                                                                  I'm still trying to figure out the cost per ounce logic on the packaging of 1 gallon vs. half-gallon. It is soooo much cheaper to buy 2 half-gallon cartons as opposed to 1 1-gallon jug.

                                                                                                                  2 Replies
                                                                                                                  1. re: tracylee

                                                                                                                    yes, it is! the "logic" is that many consumers believe that bigger is always cheaper per unit ounce. sometimes it is, but with oj it isn't.

                                                                                                                    1. re: tracylee

                                                                                                                      Yes, it is cheaper. Most people don't pay such close attention. And the cost of the plastic jug certainly factors into the difference in cost.

                                                                                                                      I'm always careful to check the price per ounce/per lb. before I pick up any container. I actually found that the next to smallest container of store-brand honey I buy is the cheapest per ounce...Not the larger sizes. And since I don't want the honey to crystallize before I get to it...it's the right size for me.

                                                                                                                      Back to the Tropicana O.J. -- the price per quart isn't significantly less than the price per half-gallon, so I never buy quarts.

                                                                                                                    2. The orange & straw reappeared this week at jfood's market.

                                                                                                                      Basically he couldn't care less as long as the juice inside is still the same.