Carbonated soft drinks are a part of our menu. There are variety of flavors like orange, grape, strawberry, lime, lemon, etc that are available. The lime and orange flavors are favorite fruit flavors mostly during hot summers. Their taste is refreshing and you feel some respite from heat as it sooths your throat. Among the popular orange drink are Fanta, Sunkist, Slice Orange, etc. In the 1970’s Orange Crush was a very popular brand from Proctor and Gamble later marketed by Dr Pepper Snapple group. It had lost to these other brands for sometime. However, now with its distribution and marketing being taken up by Pepsi Bottling Group with its other products, soft drinks industry feels it may just give it the necessary boost it needs to become the popular brand it once was.
Generally there are different bottlers for a concentrate producer taking care of different regions and territories. The bottlers convert basic flavors into carbonated soft drinks and pack them into cans and bottles. These are then distributed through distributors and stores to reach the customers. The distribution and marketing strategy is devised by the bottlers including sending brands to specific stores, marketing and advertisement programs through different mediums, etc.
Orange Crush is among the first orange carbonated soft drink, developed in 1916. Initially it had oil of orange skin for flavor but from 1921 orange juice was added as an ingredient along with pure sugar syrup, citric acid and food grade colors. New flavors like Lemon and Grape were introduced to the Crush brand. Orange Crush dominated the carbonated orange soft drink market in the 70s and 80’s. In 1989 it was taken over by Cadbury Beverages who made a few graphics and packaging changes. Tropical punch and Crush Peach were also introduced at the time. Other soft drink brands like Fanta, Sunkist and Orange Slice came into the market around 1980 and reduced its dominance in the orange soft drink market. In the last few years you could hardly find it in any stores as it used to in the 80s. Cadbury Beverages then handed it over to Dr Pepper Snapple Group.
In late January 2009 an agreement was signed between Pepsi bottling group and Dr Pepper Snapple Group Inc. Orange Crush manufacturing and distribution would now be handled by Pepsi Bottling group in most of their territories around US. Cadbury Beverages Canada would take care of the Canada region. Coca- Cola Company would remain bottlers for Orange crush in some Latin American Countries.
Fanta, Orange Slice, Sunkist, etc remain a tough competition to Orange Crush. Fanta overtook Orange Crush in 90s. Sunkist Orange Soda that displaced Orange Crush in the 80s is also a popular drink and the only orange soft drink with caffeine. It is manufactured by Dr Pepper Snapple group.
Pepsi Bottling Group has agreed to market Orange Crush with their other products. It would be available at several stores around US. It plans to retain the lingering, tingling taste and refreshing flavor for which Orange Crush is widely known.
Some experts feel consumption of soft drinks is not healthy due to its acidic nature with pH of 3.0 which is much higher than the distilled water. Experts feel it leads to tooth decay, calcium displacement, obesity in kids and adults alike and overall nutritional depletion. Some feel that carbonated flavored water may be a better option.