Beverage company cites ‘rapidly shifting marketplace’ as reason for closure,
Photograph courtesy of The Coca-Cola Co.
ATLANTA — The Coca-Cola Co. is cease production of its Odwalla juice brand amidst a “rapidly shifting marketplace,” the company said.
Coca-Cola will discontinue the Odwalla brand and its chilled direct-store delivery distribution network after July 31. This will result in a loss of 300 jobs, a company spokesperson said.
“This decision was not made lightly and comes at a time when it is more important than ever to evaluate where we can improve efficiencies in our business and operations,” Coca-Cola said in the statement provided to CSP Daily News.
Many suppliers have had to shift production to focus on mainstay brands and items as demand is up amid the coronavirus pandemic.
The business wasn’t working on a cost-benefit analysis, business website Seeking Alpha said, citing Coca-Cola executives. It also said the company will pick up unsold inventory through August.
Odwalla was a pioneer in the natural health beverages category, according to the company.
“We remain committed to fostering the legacy and entrepreneurial spirit left behind by the Odwalla brand and will continue to strive to stay a step ahead of tomorrow’s thirsts and the ever-changing needs of our consumers,” Coca-Cola said.
The Odwalla brand included premium juices, smoothies and protein drinks. Atlanta-based Coca-Cola Co.’s brands are Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply and Gold Peak, among others.
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