Many would be elated with the news that came in on January 2009 about resumption of marketing and distribution of Orange Crush in US. Nevertheless, what is so special about it? Orange crush soda was a rage in the 1970s and 80s. However, it had little market share to show by 1990. Its distribution rights have now been purchased by Pepsi Bottling Group from Dr Pepper Snapple Group. The carbonated soft drink industry feels the orange crush marketing by Pepsi bottling group will give it a major boost.
Clayton J Howell of Los Angeles, California invented it in 1916. By 1918 it came to be easily available in Canada. It expanded its market share to 1200 bottlers in just eight years. In 1919 and 1920 they also introduced Lemon Crush and Lime Crush. They had expanded to new flavors like Grape crush, Cherry crush and Pineapple Crush by 1966. Cadbury Beverages acquired Crush USA from Procter and Gamble in 1989. They revived the Crush flavor with colorful packaging graphics and new flavors like Tropical Punch and Crush Peach. Their patented Mae West bottles are used even now and marketed through Premier Brand’s unit of Dr Pepper /Seven Up Inc. It is available in Cans and bottles through various bottling systems in the US.
Dr Pepper Snapple Group of Plano, Texas manufactures ‘Orange Crush’. It is distributed by Cadbury Beverages in Canada. In some Latin American countries, the Crush brand is distributed by Coca-Cola Company. Orange Crush is also available in Colombia, Chile, Guatemala, Mexico etc.
Earlier in 1921 when it was developed, orange juice was not an ingredient in the beverage. The drink was made from oil from the skins. Juice was added to Orange Crush only by 1921. The compound mainly had oil of orange, orange juice, citric acid and purest sugar syrup. Colors were harmless food colors.
Amongst the orange soda drinks that were available then, Orange Crush was the undisputed leader. After its revival, Orange Crush has regained that spot. Many people feel it has not changed and the flavor is authentic. The smell and after taste do not leave you cringing.
Diet Orange Crush has tough competition with Sunkist Diet Orange. Some fans feel that Diet Orange Crush is fizzier than Sunkist Diet Orange. However, it goes flat if you leave a part of it for the next day. The best part is that it tastes good even then while others like Sunkist have unpleasant and chemical like taste. Moreover diet orange crush does not contain caffeine. The ingredients are water and fructose corn syrup. In a comparison of the two drinks Diet Orange Crush scores well above Sunkist Diet Orange for its price as well as taste. Among the competitors of Orange Crush, Fanta and Orange Slice are considered tough competitors. Fanta had taken the top spot when Orange Crush failed to hold on after the 1990s.
With Pepsi Bottling Group going all out in marketing Orange Crush and other flavors, it would now be easily available in many stores. Old fans and new ones too would surely enjoy more of Orange Crush from this year onwards.