The effort is intended to reverse a 30% decline in category frozen sales since 1991--a decline that has been matched by an increase in sales from the chilled section, where Tropicana is king. National per-capita OJ consumption has been flat in recent years.
New ads from Minute Maid, a Coca-Cola Foods brand, feature consumers choosing Minute Maid frozen OJ over Tropicana Pure Premium in blind taste tests. Minute Maid says national testing showed consumers preferred Minute Maid 2 to 1. Manhattan Marketing Ensemble is the agency.