Marketing Strategy of Minute Maid Juice

Minute Maid is a brand which is associated with the beverage industry and is owned by the Coca Cola Company the world’s leader in beverages and juices.  It was founded in the year 1945 and is available in most parts of the world with the United States of America being its most prominent market. In Europe this brand is sold under ‘Cappy’ and in Russia and CIS Minute Maid is produced under the brand ‘Моя Семья’.

Currently the company is headquartered in Sugar Land Town Square in Sugar Land, Texas, United States.

#FruityFact – Minute Maid was the first company in the world to market orange juice concentrate in the world.


› History of Minute Maid:

In the year 1945, National Research Corporation in Boston Massachusetts, invented a method of concentrating orange juice into a powder. When the US Army needed 2,27,000 kgs. of this during the war, NRC decided to form a new company to make it called as Florida Foods Corporation. The war ended, and the contract was canceled before the factory could be built, but with investment, the company moved forward with the product.

The company was renamed as Vacuum Food Corporation when its first shipment was fulfilled in the year 1946. As the company was short on funds and no advertising budget, John M. Fox who led the organization went door to door giving free samples of the product. In October 1949, the company adopted the name Minute Maid Corp. In late 1954, Minute Maid purchased rival Snow Crop.

Coca Cola purchased this company in the year 1960 and relocated to Houston, Texas. It merged with Duncan Foods to form the Coca-Cola Foods division.

minute maid products
Source: CocaCola India


#FruityFact – The company was originally incorporated 73 years ago as Florida Foods, Inc. It employs over 1,900 people and has over $2 billion in sales.

The USP of the product is the taste and the newness in the drinks that they make. The Pulpy series of juices became popular because one can eat the fruit and drink the juice as well. The pricing of the product is also low and is affordable and the advertising done by the brand is brilliant and on point as well.

It faces competition from the following companies-

  • Tropicana
  • Del Monte Juice
  • Real Juices
  • Be Natural

› Product Line of Minute Maid:

Minute Maid is the largest manufacturer of juices and drinks in the world and was the pioneer in selling orange juice in a concentrated form. It is a non-aerated full fruit drink which doesn’t have any extra sugar or preservatives. It has many products under its name which are diversified as per the market. They are all fruit-based drinks only.


#FruityFact – t is sold under its own brand name in most countries except in Norway and Central Europe where it is sold under brand names Fruitopia and Cappy respectively.


› Some of the most loved products made by Minute Maid are:

  • Minute Maid Mango Juice
  • Minute Maid Nimbu Fresh
  • Minute Maid Orange Juice
  • Minute Maid Frozen Concentrated Orange Juice
  • Minute Maid Apple Juice
  • Minute Maid Mixed Fruit Juice
  • Minute Maid Tropical Blend
  • Minute Maid Pulpy Orange
  • Minute Maid Guava Nectar
  • Minute Maid Lemonade (Light and Premium)


Minute Maid is a brand which is available in all the countries in the world. A leader in The United States of America, it has a good market share in Europe, India, China, Iceland, Indonesia, Mexico, Netherlands, Russia, Spain, Canada and France to name a few. Minute Maid has a fantastic distribution policy which is also because of its parent company. They believe in selling their product in every nook and corner and in stores which are very easily accessible by people.  

The pricing of the product is for every social class. They have juices which are available in small packs and can be afforded by anyone. They want to be present for the masses. Their pricing also differs as per the geographies and hence they have opted for competitive pricing strategy. The rates are very reasonable which has helped the brand penetrate in various markets.

minute maid mosambi print ad
Source: Cocacola India

› Promotions and Marketing by Minute Maid

‘Where’s the Pulp’ – this was the line which made this company extremely popular in India when they launched the Minute Maid Pulpy Orange.

The brand is known for making fun and on point ads which are very relatable to the product. Most of the ads depict the freshness and the fact that it’s a juice made only by fruits and nothing else. They are also known for doing a lot of sampling before launching a new product to understand the vibe of the market and then launch a campaign to promote the same. It is very active on YouTube and other social media channels on digital marketing and also does traditional marketing by advertising in newspapers, magazines and also billboards.


› Some famous Ads by the brand:


# Minute Maid Pulpy Orange – Eat it! Drink it!

This ad was made to promote the Pulpy Orange juice by the brand which focused on the fact that it is a juice as well has a fruit inside it (orange)



# Minute Maid Pulpy Mosambi – Grow in India, Made for India

This ad campaign was created by the brand when they launched the Minute Maid Pulpy Mosambi Juice.


#Minute Maid – Ras Ras Mein India – Story of Wind

This is the latest ad campaign by the brand which focuses on the varieties of fruits grown in India and its different regions. It shows the beauty of the country and naturally available fruits which are used to make the fresh juices by the brand.

The latest addition to their kitty is the Minute Maid Smoothie which was launched this year in India. Vijay Parasuraman, vice president of Coca-Cola India & South West Asia, said: “Minute Maid Smoothie is an ideal choice for mothers looking for a snack that is tasty, filling and nutritious. We specifically developed this product after listening to mothers and understanding their needs.

The product will be available in Tamil Nadu, Karnataka, Telangana and Andhra Pradesh, followed by other Indian states. In the coming months, Coca-Cola India will also expand the range with more flavours. As of now, it is going to be available in Mango flavour only.

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