Mea Pulpa

In July, Tropicana introduced a new plastic bottle with a more “normal” contour for easier pouring and a cap with less plastic. You would think this would please people in this day and age with its more conscientious use of materials but, apparently, the old bottle, with its more dramatic contour and big-ass cap, had a sway with consumers who have been very clear they do not like the new bottle: According to sales data by market research firm Circana, Tropicana sales decreased first by 8.3% in July, followed by a drop to 10.9% in August, and bottoming out at 19% less sales by October in comparison to the year prior. It didn’t help that the new bottle holds 6 ounces less and that, although Tropicana suggested that retailers drop the price by 70 cents, some have stuck to the old price.