Welcome to the home of Noah Brier. I'm the co-founder of Variance and general internet tinkerer. Most of my writing these days is happening over at Why is this interesting?, a daily email full of interesting stuff. This site has been around since 2004. Feel free to get in touch. Good places to get started are my Framework of the Day posts or my favorite books and podcasts. Get in touch.

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Tropicana: The Last Straw

Remember the hubbub around Tropicana redesigning it’s packaging? Well, looks like it really was a pretty bad thing:

According to Information Resources Inc., unit sales dropped 20%, while dollar sales decreased 19%, or roughly $33 million, to $137 million between Jan. 1 and Feb. 22. Moreover, several of Tropicana’s competitors appear to have benefited from the misstep, notably Minute Maid, Florida’s Natural and Tree Ripe. Varieties within each of those brands posted double-digit unit sales increases during the period. Private-label products also saw an increase during the period, in keeping with broader trends in the food and beverage space.

That compares flat unit sales and a 5% drop in dollar sales for the entire category. That’s really not good at all. Not surprisingly, Tropicana denies any connection, telling AdAge, “No dots to connect here.” Ha.

April 5, 2009