Attention to all lemonade stand operators: Freshly squeezed juice is the way to go this summer as Minute Maid is ceasing its production of frozen juices due to changing consumer preferences. The discontinuation of frozen canned orange juice, lemonade, Fruitopia fruit punch, and Five Alive juice blend is set for April, as confirmed by a spokesperson from Coca-Cola, the parent company. This decision to exit the frozen can category in both Canada and the U.S. aligns with the company’s shift towards products that better cater to customer demands.
Apart from Coca-Cola, other juice makers are also realigning their priorities. With Coca-Cola’s withdrawal following a similar move by another major Canadian juice producer last year, the availability of frozen concentrated juice in the Canadian market may dwindle significantly.
Lassonde, the Canadian company behind juice brands like Oasis, Kiju, and Rougemont, previously active in the frozen-from-concentrate juice segment, exited the category last year due to declining demand. The absence of flagship and store brands in this market segment signals more than just branding or pricing issues, according to Zhe Zhang, an assistant professor of marketing at Western University’s Ivey Business School. The decreasing market demand suggests the product’s lifecycle is nearing its end.
Consumer preference for frozen juice from concentrate, a product dating back to the Second World War, has waned over the years. Emma Balment, a market strategy director at Ipsos in Toronto, notes that traditional juice brands are losing market share while newer functional beverages like kombucha and prebiotic soda are gaining popularity. Canadians are opting for healthier alternatives like tap water and are more conscious of sugar intake, impacting the juice industry.
As major brands discontinue products, smaller grocers face the challenge of filling the gap left by these discontinued items. Gary Sands, senior vice-president of the Canadian Federation of Independent Grocers, views this shift as an opportunity for Canadian companies to enter the market or develop new product lines. While the disappearance of familiar brands may pose challenges, it opens doors for smaller businesses to innovate and cater to evolving consumer preferences.
For many Canadians, frozen juice holds nostalgic value, such as being a key ingredient in traditional recipes like “slush.” The discontinuation of frozen juice may prompt recipe adjustments for some, while others may not even notice its absence, as Munther Zeid, owner of Food Fare grocery store in Winnipeg, suggests.
In conclusion, the phasing out of frozen juices reflects changing consumer trends and presents opportunities for the Canadian market to adapt and innovate in response to evolving preferences.
