Beverage News

Minute Maid launches new line of orange juices, marketing campaign

October 18, 2011
/ Print / Reprints /
/ Text Size+

Minute Maid Pure SqueezedAccording to a recent survey conducted by Minute Maid, 60 percent of respondents say they reach for orange juice on a regular basis. It also found that 34 percent of respondents prefer never from concentrate, while 31 percent prefer no pulp, and 19 percent enjoy pulp.

Responding to all of these preferences, Minute Maid launched a new line of never-from-concentrate orange juices. Minute Maid Pure Squeezed is available in four varieties: No Pulp 100% Orange Juice; No Pulp 100% Orange Juice with Calcium and Vitamin D; Some Pulp 100% Orange Juice; and Light Orange Juice Beverage with Calcium and Vitamin D. Minute Maid Pure Squeezed Light Orange Juice Beverage contains 50 calories per 8-ounce serving and offers 50 percent less sugar and calories than Minute Maid Pure Squeezed 100% Orange Juice. In a national taste test, consumers preferred the taste of Minute Maid Pure Squeezed Light Orange Juice Beverage compared to a leading reduced-calorie orange juice beverage, the company says. All of the Minute Maid Pure Squeezed juices are packaged in clear 59-ounce bottles showcasing the liquid inside.

To market the new line of orange juices, the brand developed a TV advertising campaign featuring Emmy-winning actor Ty Burrell of the ABC TV show “Modern Family.” The TV spots feature Burrell, Minute Maid Pure Squeezed No Pulp 100% orange juice and one fresh, ripe and unhappy orange. Burrell engages in a number of witty monologues with the orange. Spots include Burrell “sneaking a sip” of Minute Maid Pure Squeezed without letting the orange know; and another spot features the orange rolling away from Burrell in protest. To view the commercials, visit

In addition to TV spots, Minute Maid Pure Squeezed will be supported with an integrated marketing campaign, which includes media, coupons, sampling, in-store activation, social media and public relations.

The Minute Maid Pure Squeezed line is available nationwide in supermarkets and mass merchandisers in the chilled juice aisle.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI December 2014 cover

2014 December

The December 2014 Beverage Industry includes a cover story on craft beer's revenue growth, as well as articles about health and wellness trends, Foco, the best packages of 2014, and more. Check it out today!

Table Of Contents Subscribe

Styles of Craft Beer

Which style of craft beer will see the most growth in 2015?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!