Tropicana drops redesigned US pack after consumer outcry

According to the New York Times, the PepsiCo-owned brand is scrapping changes introduced in January to its flagship Tropicana Premium packaging.

The old design, featuring the well-known symbol of a straw sticking out of an orange, will be put back on shelves from the start of March.

The new packaging features a glass of orange juice in place of the orange and straw.

Neil Campbell, president of Tropicana North America, told the newspaper that his company had “underestimated the deep emotional bond” that consumers had with the packaging. “Those consumers are very important to us, so we responded,” he added.

The redesign has not been rolled out in the UK and it is so far unclear whether a relaunch was planned.

Annoyance over the new packaging became clear through a series of blog entries, emails and letters to PepsiCo.

One of the complaints, according to the newspaper, asked: “Do any of these package-design people actually shop for orange juice? Because I do, and the new cartons stink.”

Others accused the new packaging of looking like a supermarket own brand.