Coca-Cola Discontinues Minute Maid Frozen Juice Concentrates, Exiting Frozen Can Category
The Coca-Cola Company has announced the discontinuation of its Minute Maid frozen juice concentrate products, including orange, lemonade, and limeade flavors, in the U.S. and Canada. This strategic decision marks the company's complete exit from the frozen can category.
Consumers can expect the final products to be available until existing inventory is depleted, with the official discontinuation scheduled for Q1 2026.
This decision marks the company's exit from the frozen can category, with the final products expected to be available until existing inventory is depleted, and the discontinuation scheduled for Q1 2026.
Discontinuation Details
The discontinuation specifically affects Minute Maid's frozen orange juice concentrate, a product with a remarkable 80-year history, alongside its other popular frozen concentrate flavors. A spokesperson for Coca-Cola explained that this move is a direct response to evolving consumer preferences.
The move is a response to shifting consumer preferences, with the company opting to focus on products that align with current consumer demand within the growing juice category.
Consumers have a limited window, until April, to purchase the concentrate while supplies last.
A Look Back: Historical Context
The innovative concept of frozen juice concentrate emerged in the 1940s, pioneered by C. D. Atkins, Edwin Moore, and Louis MacDowell. Their method was groundbreaking, designed to enhance flavor, significantly reduce shipping costs, and improve the overall shelf stability of juice products.
Vacuum Foods Corporation, which would later become Minute Maid, was at the forefront, shipping the first frozen concentrated orange juice product in the U.S. in 1946. The brand name itself, Minute Maid, cleverly conveyed the product's promise of convenience.
Coca-Cola acquired Minute Maid in 1960. Following this acquisition, the company expanded its offerings, introducing ready-to-drink orange juice in 1973, and fruit punch and lemonade in 1980.
Over several decades, the popularity of frozen juices has steadily declined. This decline is largely attributed to significant advancements in refrigeration and pasteurization technology, which have made fresh juice alternatives far more accessible to consumers.
Shifting Tides: Market Trends
Market research firm NIQ recently reported a substantial nearly 8% sales decline in the frozen juice category for the 52 weeks ending January 24. This trend underscores the challenges faced by this segment.
Despite these struggles in the frozen market, Coca-Cola's overall juice category has reportedly gained market share in the last quarter. This growth was notably driven by its successful zero sugar offerings. The company's decision to discontinue the frozen concentrate line is a clear reflection of these broader market trends and represents a strategic pivot towards other, more dynamic segments within the juice market.