Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C. Minute Maid is sold under Cappy brand in Central Europe and under Fruitopia in Germany.
Minute Maid was the first company to market orange juice concentrate, allowing it to be distributed throughout the United States and served year-round. The Minute Maid company is now owned by The Coca-Cola Company, and is the world’s largest marketer of fruit juices and drinks. The firm opened its headquarters at 2150 Town Square Place in Sugar Land Town Square in Sugar Land, Texas, United States on February 16, 2009; previously it was headquartered at 2000 St. James Place, located near The Galleria in Houston.
In 2002 the Houston Astros baseball team sold the naming rights for their venue, subsequently named Minute Maid Park, and the company now owns 8.5% of the team.
The Minute Maid Company claims to be the world’s leading marketer of juices and juice drinks. In the $3 billion U.S. orange juice market, however, the company trails market leader and archrival Tropicana Products, Inc. (which is itself a division of PepsiCo, Inc., Coca-Cola’s archrival)–Minute Maid holding 24 percent of the overall market, Tropicana 33 percent. Minute Maid dominates the $550 million frozen concentrate sector, with 44.7 percent market share (while private labels hold 39.4 percent and Tropicana 5.4 percent); but in the $2.45 billion chilled juice sector, Tropicana claims 39.8 percent market share, private labels 22.5 percent, and Minute Maid only 19.3 percent. In addition to the flagship Minute Maid Premium brand orange juice, the company also sells Minute Maid lemonade drinks, fruit punches, and apple, cherry, grape, and other juices. Other brands include Hi-C fruit drinks, Five Alive citrus drinks, Bright & Early grape and orange breakfast beverages, and Bacardi mixers. Minute Maid International markets the company’s branded juice products in more than 80 foreign countries, aided by processing and packaging plants in Canada, Puerto Rico, South Africa, France, Spain, the Netherlands, and Japan. Minute Maid Danone, a 1996-created joint venture with Groupe Danone of France, sells Minute Maid Premium juices in several European countries, holding the number one position in refrigerated juices in Spain and Portugal. Other partners include Brazil-based Sucocitrico Cutrale Ltda., the largest grower and processor of oranges in the world and one of Minute Maid’s major orange suppliers, and Minneapolis-based Cargill Inc., which distributes Minute Maid products to the foodservice industry.
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