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End of an Era: Coca-Cola to discontinue Minute Maid frozen juice concentrates
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Thursday, 12 February, 2026, 14 : 00 PM [IST]
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Atlanta, USA
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In a move that signals a definitive shift in consumer breakfast habits, The Coca-Cola Company has confirmed it will discontinue its Minute Maid frozen juice concentrate line after eight decades on the market. The decision marks the end of a product era that began in 1946, when the brand first introduced the revolutionary technology of vacuum-evaporated orange juice to American households.
The phase-out comes as demand for frozen concentrates has plummeted in favour of ready-to-drink (RTD) and "not-from-concentrate" refrigerated juices. Industry data indicates that while the frozen juice category was a staple for mid-century families seeking convenience and affordability, modern consumers prioritize immediate consumption and perceived freshness over the manual mixing process required by frozen canisters.
A spokesperson for Coca-Cola noted that the company is constantly evaluating its portfolio to ensure it aligns with evolving consumer preferences. By exiting the frozen segment, Minute Maid will focus its resources on its high-performing chilled and shelf-stable liquid lines, including its popular "Simply" brand and its expanded range of functional juice blends.
The decline of the frozen concentrate category is not unique to Minute Maid. Once accounting for the vast majority of orange juice sales in the 1950s and 60s, the segment now represents only a small fraction of the multi-billion dollar juice market. Rising storage costs for frozen goods and a competitive landscape dominated by premium, cold-pressed alternatives have further pressured the margins of frozen concentrates.
While the "frozen tubes" of orange, limeade, and lemonade will disappear from grocers' freezers by the end of 2026, the Minute Maid brand remains a cornerstone of Coca-Cola’s "better-for-you" beverage strategy. The company is expected to continue innovating in the hydration and nutrition space, leaning heavily into lower-sugar and vitamin-fortified liquid formats to maintain its market leadership.
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