Waitrose to slash Minute Maid

Waitrose is on the verge of axing half of the Coca-Cola Minute Maid juice brand variants that it stocks due to flagging sales.

The supermarket is mulling over whether to delist Minute Maid’s orange juice and raspberry with zinc as well as its peach variants.

Waitrose also stocks the brand’s pure squeezed smooth orange juice and its pure squeezed orange juice with juicy bits. It is not known if it plans to axe these varieties.

Waitrose delisted Minute Maid’s vitamin-enriched versions towards the end of last year and replaced them with the two variants it is now also considering ditching.

One insider says: “I don’t think Coca-Cola markets this product category very well and it has too wide a brand portfolio to do it any justice.

“Its core focus is still carbonated drinks. Other companies market either juice or have smaller product ranges to emphasise the juice category more.”

The news will come as a blow to Coca-Cola which is relaunching Minute Maid in response to poor sales.

The revamp is being undertaken to enable the brand to better compete with arch-rival Tropicana and supermarket own-label juices. However, Coca-Cola tried to relaunch Minute Maid in 2005, but the £5m initiative failed to revive sales.

It is understood that Sainsbury’s no longer lists the brand after initially delisting its one-litre carafes. It is not known if Tesco is looking to delist the juice.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here