Tropicana introduced its clear carafe design and crown cap (above left) in 2011, quickly becoming synonymous with the juice brand. Before its carafe shape, Tropicana juice came in a carton with an image of an orange with a straw sticking out of it. Earlier this year, the company introduced a new shape that was intended to be more user-friendly and environmentally conscious, but the change backfired. Consumers began voicing their complaints over the change for a variety of reasons. Some miss the iconic shape, saying the carafe supports the image of fresh juice at the breakfast table, while others say the new bottle is too generic. Others, of course, suspect “shrinkflation” — companies charging higher prices for less actual product. Tropicana has responded to the backlash by explaining that the new bottle design is easier to pour and store, and the sustainable cap is made with less plastic and is easier to open. Nevertheless, Tropicana concedes that "these types of changes can take time.”
