Carbonated Orange soft drinks are among the popular flavors. There are several flavors but the one that is picked up more often for the refreshing taste is the orange flavor. This can be judged by the popularity of brands like Fanta, Orange Crush, Sunkist, and Orange Slice. These are the top picks during the summers when the sun is beating upon you. Orange Crush dominated the orange soda market during the 1970s and 80s. Its market share dwindled with the introduction of new brands like Fanta and Sunkist by 1990. The latest development is purchase of distribution rights by Pepsi Bottling Group from Dr Pepper Snapple Group. The carbonated soft drink industry feels the orange crush marketing by these bottlers will help penetrate the market better.
Orange Crush was developed by Clayton J Powel of Los Angeles, California in 1916. It expanded to the Canadian market by 1918. In just about eight years its market share rose to 1200 bottlers. Lemon Crush and Lime Crush were introduced in 1919 and 1920. By 1966 they had numerous new flavors like Grape crush, Cherry crush and Pineapple Crush. In 1989 Procter and Gamble sold the rights to Cadbury Beverages. They gave it a new look with fancy packaging graphics as well as added new flavors like Tropical Punch and Crush Peach.
Until 1921 orange juice was not an ingredient in the beverage, only oil from the orange skins was used. Orange Juice was added only in 1921. The ingredients were then changed to oil of orange skin, orange juice, citric acid, pure sugar syrup and food grade colors. Orange crush dominated the market till the 1980s but was reduced to a small share by the 1990s. With the PBG purchasing distribution rights for Orange Crush it hopes to regain the top spot.
The patented Mae West bottles are used even now. Premier Brand’s unit of Dr Pepper /Seven Up Inc. uses it. It is available in Cans and bottles through various bottling systems in US. Cadbury Beverages are the distributors for Canada. Coca-Cola Company distributes the Crush brand in some of the Latin American countries.
Diet Orange Crush is also available in the market. It has tough competition from Sunkist Diet Orange. Diet Orange Crush is fizzier than Sunkist Diet Orange and according to some fans goes flat if you leave some for the next day. However, even that tastes good while others like Sunkist have unpleasant and chemical like taste when left for the next day. Unlike Sunkist, Diet Orange crush does not contain caffeine and contains water and fructose corn syrup. Diet Orange Crush scores above Sunkist Diet Orange for its price as well as taste. Fanta and Orange Slice are also competitors of Orange Crush. Fanta ruled when Orange Crush failed to hold on after the 1990s.
Pepsi Bottling Group is marketing and distributing Orange Crush like its other brands. You can see the difference; Orange Crush is now easily available in many stores.