Carbonated Orange soft drinks are among the top flavors favored by many. The refreshing taste of orange dominates the soft drink market even more during the summers. The popularity of brands like Fanta, Orange Crush, Sunkist, Orange Slice says it all. Orange Crush has been the one that dominated the market during the 1970s and 80s. However, with the introduction of new brands like Fanta and Sunkist it lost its market share to a great extent by 1990. The purchase of distribution rights by Pepsi Bottling Group from Dr Pepper Snapple Group in January 2009 is being seen as a major boost to the brand. The carbonated soft drink marketing industry feels that this will help Orange Crush penetrate the markets better.
Orange Crush was developed and introduced by Clayton J Howell of Los Angeles, California in 1916. By 1918 it had reached the Canadian market. In 1919 and 1920, Lemon Crush and Lime Crush were launched. Till 1966 they added flavors like Grape crush, Cherry crush and Pineapple Crush. In1989 Crush USA was acquired by Cadbury Beverages from Procter and Gamble. They changed to colorful packaging graphics and added new flavors like Tropical Punch and Crush Peach.
Orange Crush is manufactured by Dr Pepper Snapple Group of Plano, Texas. Cadbury Beverages Canada takes care of the distribution for Canada region. The Crush brand is distributed by Coca-Cola Company in some Latin American countries. It is also available in countries like Colombia, Chile, Guatemala, Mexico etc.
A fine soft drink that was popular till the 1980s lost to new entrants like Fanta and Sunkist. It was hardly found in stores in the last few years. That is why the news that came in January 2009 about purchase of marketing and distribution rights by Pepsi bottling group (PBG) in US is being considered as a great step to boost the brand in the market. PBG has agreed to market and distribute Orange Crush in all its territories in US. PBG got the license to manufacture, sell and distribute the Orange Crush brand as well as other Crush flavors throughout US. This gives the Crush brand an opportunity to penetrate market areas it had lost.
Fanta, Orange Slice and Sunkist are the major competitors of Orange Crush. In the 1980s Sunkist Orange Soda, the only orange soft drink with caffeine dominated the orange soft drink market. It is now produced by Dr Pepper Snapple group. In the 90s Fanta, marketed by Coca-Cola Company around the world, took over the top spot from Orange Crush. Orange Slice from PepsiCo has provided a good competition to the other brands.
Experts feel that the consumption of these soft drinks along with other foods is not healthy. It is linked to tooth decay, obesity, nutritional depletion, weakening of bones, etc. For long carbonated soft drinks have been projected as healthier drinks. As compared to soft drinks, flavored carbonated water with no sugar or colors or preservatives may be a better option.
At the same time PBG would be going all out to market the Orange Crush brand and diversify into new territories and markets. For Orange crush fans it is a great opportunity to enjoy their favorite drink.