The history of Minute Maid began in 1945 when the United States Army ordered a supply of 500,000 lbs. of powdered fruit juice (orange). Florida Foods Co. won the contract to supply these powdered juice to the U.S. Army, however the war had already ended before the products could be shipped, so the contract was cancelled.
In 1946, Florida Foods Corporation changed its name to Vacuum Foods Corporation and in the same year, made its first concentrated orange juice product shipment in the United States. The company named its product Minute Maid, implying that the concentrated juice product was easy and fast to prepare. With the launching of Minute Maid orange concentrate, consumers were presented with a new alternative in the beverage category.
In 1948, the company launched a radio campaign that reached all parts of the country. The program was hosted by actor Bing Crosby and was mainly created for the promotion of Vacuum Foods. The program lasted for about 30 years. By 1949, the company again changed its name, this time to become the Minute Maid Corporation.
In 1960, Minute Maid was purchased by the Coca Cola Company. Four years later, the Coca Cola Company, including Minute Maid, merged with Duncan Foods to become the Coca Cola Foods Division. In 1973, the division introduced the concept of ready-to-drink, instant orange juice. This new product was such a hit among consumers because it offered the convenience of orange juice that can be enjoyed directly from the box.
By 1980, Minute Maid products included other fruit juices such as fruit punch and lemonade. In 1987, Coca Cola again improved its Minute Maid orange juice by fortifying it with calcium, allowing consumers to get their daily dose of Calcium from drinking Minute Maid orange juice.
In 1996, the Coca Cola Foods Division changed its name to become the Minute Maid Co. and partnered with the Houston Astros six years after. What was once known as Astros Park eventually became the Minute Maid park. In 2007, Minute Maid again expanded its beverage line by introducing Minute Maid Enhanced. Three years after, Minute Maid Enhanced was improved and launched as single serve juice products. Its flagship product, Minute Maid orange juice, also went through an improvement in packaging, switching to a large clear bottle.
Headquarters: Sugarland, Texas
Ownership Type: a subsidiary of the Coca Cola Company
No. of Employees: 1,900
Geography: Argentina, Brazil, Canada, Costa Rica, Chile, France, Germany, Hong Kong, India, Indonesia, Japan, Kenya, Malaysia, Mexico, Netherlands, Pakistan, Philippines, Peru, Spain, United States, Trinidad and Tobago, Venezuela, Vietnam
Demography: value shoppers, juice drinkers, health enthusiasts
Minute Maid, Bibo, Bacardi Mixers, Hi-C, Odwalla, Five Alive, Bright and Early