Tropicana responds to backlash over new bottle design called ‘generic, no longer meaningful’

Tropicana is pressing for a response to the backlash following the bottle redesign.

The carafe shape and crown cap of the orange juice bottle that has become synonymous with the brand was introduced in 2011 – but earlier this year that shape disappeared.

The brand debuted a new bottle that was intended to be more environmentally and user-friendly, and is said to be a direct response to customer feedback — but many customers aren’t happy with it.

Its new bottle is a more traditional-looking plastic bottle and, in turn, holds less liquid, shrinking from 52 ounces to 46 ounces.

A spokesperson for Tropicana Brands Group told CNN that they changed the shape to make it easier to pour and store while reducing plastic — but “changes may take time.”

“After just a few months, we’re continuing to do what we can to help shoppers get used to our new look,” the spokesperson told the media.

Fans have expressed their frustration for a variety of reasons, with many frustrated that Tropicana is selling smaller bottles.

Prices on the new bottles are supposed to be lower — $3.99 for 46 ounces versus $4.69 for the old 52 ounces — but not all stores are following the brand’s pricing recommendations, according to CNN, making customers suspect that “shrinkage” is to blame.

But Tropicana sales have been steady for a year. That is, until they put the new bottles on the shelves.

According to sales data from market research firm Circana obtained by CNN, sales of Tropicana fell 8.3% in July from a year ago and in August, sales fell 10.9%.

Customers are also missing the beloved design that often reminds people of fresh-squeezed juice at the breakfast table, said Peter Clarke, founder of packaging design firm Product Ventures.

“The problem with the new one is that it doesn’t have any distinct characters,” Clarke told CNN. “It doesn’t make sense anymore. It is ubiquitous. It’s more of a generic structure.”

And although the new bottle design is supposed to make pouring the juice easier, fans claim that the old bottle had a “more ergonomic design” as the long neck was easier to grip and handle than the new one.