Even during the recession carbonated soft drinks seem to be in demand. People have become aware of its effects on health and are trying to find safer options but that has not affected the industry to such a large extent and you can still find soft drinks being consumed by all. They may be in lesser quantity but they are very much in demand. Several flavors like orange, grape, strawberry, lime etc are available. The orange flavors highly popular for their refreshing tastes, are sold in higher quantity during summers. Among the different brands available Orange Crush is known for its refreshing and soothing taste. The news that Pepsi Bottling group is now marketing orange crush is being seen as a major boost to the carbonated soft drink industry.
Orange crush was invented by Clayton J Powel in 1916. It was made from oil from orange skins when it was first developed and contained no orange juice. It was in 1921 when they added the orange juice to the drink. Other ingredients included citric acid, pure sugar syrup and harmless food colors. Orange Crush was highly popular and was introduced to the Canadian market in 1918. They also introduced new flavors like Grape Crush and Lemon Crush within 8 years of introduction. Procter and Gamble owned it till 1989 when it was purchased by Cadbury Beverages. It was given a new look with colorful graphics. New flavors like Tropical punch and Crush Peach were also introduced at the time. It dominated the orange drinks industry in the 70’s and 80’s but lost out to new products in the 90s. In the last few years it was hard to find Orange Crush as widely as it was earlier. The Crush brand is owned at the moment by Dr Pepper Snapple group
However, the agreement between the Pepsi bottling group (PBG) and Dr Pepper Snapple Group Inc. has been a welcome one. PBG would be distributing the Orange Crush in all its territories in US. With the agreement, PBG has a license to manufacture, sell and distribute the brand with several Crush flavors throughout US. The move is seen as a boost and a chance to double the market penetration of the Crush brand.
Orange Crush is distributed in Canada by Cadbury Beverages. In Latin American countries, Coca- Cola Company has the distribution rights for Orange crush. The rights for Hawaiian Punch which was handled by Pepsi Bottling would now be done by bottlers of Dr Pepper and 7 Up.
Orange Slice, Sunkist, Fanta are the major competitors of Orange Crush. Fanta took over the top spot from Orange Crush during the 1990s. Fanta is marketed by Coca-Cola Company around the world along with 90 different flavors. Orange Slice manufactured by PepsiCo has been around since 1984. It is called as Mirinda in Australia. Sunkist Orange Soda which is the only orange soft drink with caffeine was the number one orange soda in 1980s. Dr Pepper Snapple group now produces it.
The purchase Pepsi Bottling group should help Orange Crush to reach out to larger markets. It should be able win back its customer who loved its refreshing taste and find new ones during summers. For the Orange Crush fans, new bottlers marketing it is a great gift.