Bottlers of various carbonated drinks convert basic flavors into carbonated soft drinks. The beverages are filled up into bottles and cans and sold under the specific brand name of concentrate producers. There may be franchised bottlers for distribution of products in their defined territory. Orange Crush has been around since 1916 when it was first developed. It was a popular orange soft drink with more than 1200 bottlers. The distribution and marketing rights for the Crush brand was purchased by Pepsi Bottling Group (PBG) from Dr Pepper Snapple Group in January 2009. With bottlers PBG handling supply of carbonated soft drink Orange Crush in US territories it hopes to increase its market share.
Orange crush was invented by Clayton J Howell of Los Angeles, California in 1916. Procter and Gamble were the bottlers during the time. At the time it was made from oil from orange skins. By 1918 they had reached the Canadian market as well. In 1921 orange juice was added as an ingredient along with citric acid, pure sugar syrup along and harmless food colors. It gained popularity and expanded to 1200 bottlers in about eight years. They also introduced new flavors like Grape Crush and Lemon Crush in 1921. It was improved a bit and new flavors were also introduced in 1966. It was acquired from Procter and Gamble by Cadbury Beverages in 1989. They launched it with colorful graphics. At the same time they also introduced new flavors to the Crush Brand, Tropical punch and Crush Peach. Their patented Mae West bottles were used and were highly popular. The Orange Crush was marketed through Plano, Texas-based Cadbury Schweppes Americas Beverages which is the largest non-cola soft drink enterprise in North America. It is the largest subsidiary of London-based Cadbury Schweppes plc. In 2008 after the spin off, of Cadbury Schweppes Americas Beverages (CSAB) from Cadbury Schweppes PLC, Dr Pepper Snapple Group was established which now takes care of the Orange Crush brand.
In January 2009 an agreement between the Pepsi bottling group and Dr Pepper Snapple Group Inc. was signed which gave PBG the right to market and distribute the Orange Crush flavor. The Pepsi Bottling group would be distributing it in most of their territories around US from February 2009. Cadbury Beverages, Canada takes care of the distribution in Canada. In Latin American countries Coca- Cola Company takes care of distribution of Orange crush. Pepsi Bottling would now be taking over the distribution and marketing. They would be extensively involved in the getting the brand into the market and promote it in a similar manner as they do their other products.
Orange Crush has huge competition from Sunkist, Orange Slice, Fanta, etc. Fanta marketed by Coca-Cola Company was the main orange soft drink that displaced Orange Crush from its top position in 1990s. PepsiCo manufactures and markets Orange slice. Sunkist Orange Soda produced by Dr Pepper Snapple group was the number one orange soda in 1980.
Orange Crush hopes to regain lost ground with Pepsi Bottling group going all out to market and regain its old customer base. It hopes to penetrate the market with the refreshing taste that it is well known for and which has been retained by the new bottlers getting it to the market.
Did you know that Sweden has been the leading innovator of flavored carbonated water
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More and more people are turning to flavored carbonated water due to its amazing refreshing
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include black currant, apple, lemon and blueberry and many more.
And for the first time ever, owners of home carbonating machines have quick and easy access
to a huge variety of 25 Aromhuset flavors which is currently only being offered worldwide by