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Tropicana

Pure Essentials OJ with Fiber

December 13, 2006

Taste	Value	Health	Ingredients	Preparation	Appearance	Packaging	Total
29	17	14	15	n/a	5	5	95

Orange juice has been experiencing declining dollar sales since 2003, according to ACNielsen data. In 2003 Refrigerated Orange Juice saw changes in dollar sales by -4%, -5% in 2004, -0.5% in 2005, and -1.5% in the 52 weeks ending 10/07/06. Some feel that the loss in sales is due to price increases over the past couple of years. Nevertheless, makers of orange juice are looking for ways to promote the nutritional benefits to get sales back up. Tropicana Pure Essentials OJ with Fiber has added fiber and it's pure OJ, not from concentrate. The taste of the pulp is better than expected. It has an excellent mouth feel and taste. However, there's a bit too much going on on the packaging which can cause mixed and confusing messages for shoppers. Retails for $3.49/64-fl. oz.

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