Florida’s Natural Orange Juice Goes Rogue

Florida’s Natural, a big competitor of Tropicana orange juice, has made a name for itself as a collective of Florida growers who only sell OJ “not from concentrate” under that brand.

Well, stop the presses because an astute reader, Brandon R., just discovered a big change in the label of Florida’s Natural.

*MOUSE PRINT:

Why did they get rid of the big thing they were known for? The answer is on the back of the new cartons.

So it is now a blend of different types of orange juice. The ingredients label spells it out:

*MOUSE PRINT:

The customer service people at Florida’s Natural would not say what percentage of the product is reconstituted orange juice from concentrate and how much was their fresh product. But since water is the first and most predominant ingredient and that is usually three times the amount of concentrate, fresh juice could mathematically only account for roughly between 21 and 43 percent of the new product.

Even with the additional language about concentrate now on the front of the carton, and the explanation on the back, the cartons look so similar that we don’t think most purchasers will realize there was a significant change.

Shouldn’t the company have completely redesigned its carton? (Yes, if it really wanted to let shoppers know of the big change. No, if it wanted to rely on consumers’ habit of buying a product that looks the same despite the big change.)