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Crain’s Chicago Business reports that PepsiCo plans to largely phase out its familiar Tropicana orange juice cartons and replace them with clear bottles, a move that the story suggests could help the brand compete better against Coke’s Simply Orange brand.

According to the story, “It is ‘a natural step’ after the company got a positive response selling its lower-calorie Trop50 juice in clear bottles, Tropicana spokeswoman Gina Judge said.”

And, Crain’s notes, “This is not the first change to Tropicana's packaging. Last year, it trimmed the size of its cartons to 59 ounces from 64 ounces to offset higher costs.

“In 2009, the company replaced the orange and straw logo with a glass of orange juice, but quickly brought back the old logo after sales plunged.”
KC's View:
They can change the packaging, but they’d better find a way to keep the “straw sticking out of the orange” logo.