Tropicana responds to backlash after new bottle design called ‘generic, no longer meaningful’

Tropicana is squeezing out a response to the backlash following the redesign of the bottle.

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 was reportedly 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 juice, downsizing from 52 ounces to 46 ounces.

A spokesperson for Tropicana Brands Group told CNN that they changed the shape to make it easier to pour and store while reducing plastic — but “changes can take time.”

“After just a few months, we’re continuing to do what we can to help shoppers get accustomed to our new look,” the spokesperson told the outlet.

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

Prices of 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 price recommendations, according to CNN, leading customers to suspect “shrinkflation” is to blame.

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

According to sales data by market research firm Circana obtained by CNN, Tropicana’s sales dropped 8.3% in July from the year prior and in August, sales dropped 10.9%.

Customers are also missing the beloved design that often reminds people of having freshly squeezed juice on the breakfast table, Peter Clarke, the founder of packaging design firm Product Ventures, said.

“The problem with the new one is it doesn’t have any distinctive characters,” Clarke told CNN. “It’s no longer meaningful. It’s ubiquitous. It’s more of a generic structure.”

And though the new bottle design is supposed to make it easier to pour out the juice, fans claim that the old bottle had a more “ergonomic design” since the long neck was easier to grip and handle than the new one.