Coca-Cola dropping Odwalla juice brand from product offerings
Coca-Cola will shut down the juice and smoothie brand Odwalla at the end of July due to a "rapidly shifting marketplace" with health-conscious consumers becoming less interested in smoothies.
It is not directly related to the coronavirus pandemic.
According to John Hackett, president of Coca-Cola's (KO) Minute Maid business unit, the decision was made when the company is evaluating where it can improve efficiencies in their business and operations.
Coca-Cola acquired Odwalla in 2001.
Food companies are reducing their product offerings during the pandemic to make operations more efficient and meet the demand for their most popular items.
Coke CEO James Quincey said April while outlining the tactic that the less complexity in the supply chain, the higher the chance for success and focusing on the most significant brands would benefit consumers.
Delivering Odwalla products to retail locations would require a fleet of about 230 refrigerated trucks, which could complicate Coke's supply chain.