Tropicana responds to backlash to new bottle design

Tropicana is pressing for a response to the backlash following the bottle redesign.

The carafe shape and crown cap of the orange juice bottle that has become synonymous with the brand was introduced in 2011 – but earlier this year that shape disappeared.

The brand debuted a new bottle that was intended to be more environmentally and user-friendly, and is said to be a direct response to customer feedback — but many customers aren’t happy with it.

Its new bottle is a more traditional-looking plastic bottle and, in turn, holds less liquid, shrinking from 52 ounces to 46 ounces.

“At Tropicana, the consumer is always at the center of our decision-making, and our new packaging aims to directly address the feedback we’ve received from them,” a spokesperson for Tropicana Brands Group said in a statement to The Post.

“This includes changing the shape of our bottle to make it easier to pour and store, as well as upgrading to a simpler, more durable cap made with less plastic that is easier to open. In the case of our 46-ounce offering, this has also come with a reduced suggested price.”

Fans have expressed their frustration for a variety of reasons, with many frustrated that Tropicana is selling smaller bottles.

Prices on the new bottles are supposed to be lower — $3.99 for 46 ounces versus $4.69 for the old 52 ounces — but not all stores are following the brand’s pricing recommendations, according to CNN, making customers to suspect that “shrinkage” is to blame.

But Tropicana sales have been steady for a year. That is, until they put the new bottles on the shelves.

According to sales data from market research firm Circana obtained by CNN, sales of Tropicana fell 8.3% in July from a year ago and in August, sales fell 10.9%.

However, a company spokesperson shared in a statement to The Post that “these types of changes can take time.”

“Recent third-party data shows that unit sales are returning to normal levels. We’re continuing to do what we can to further help shoppers get used to our new look, including investing in advertising and in-store elements,” the spokesperson said. “Meanwhile, anecdotally we’re hearing from many that the changes better suit them and optimize their experience with our product.”

Some customers also miss the beloved design that often reminds people of fresh-squeezed juice at the breakfast table, said Peter Clarke, founder of packaging design firm Product Ventures.

“The problem with the new one is that it doesn’t have any particular character,” Clarke told CNN. “It doesn’t make sense anymore. It is ubiquitous. It’s more of a generic structure.”

And although the new bottle design is supposed to make pouring the juice easier, fans claim that the old bottle had a “more ergonomic design” as the long neck was easier to grip and handle than the new one.