Originally intended as a rival to Snapple, the Fruitopia brand has gone through a decade of failed attempts to build the brand as a solid player in the ready-to-drink juice category.
According to Beverage Digest, Fruitopia peaked in 1999 with sales of 44 million cases. By 2002, Fruitopia had trailed off to 19 million cases, less than such small-time soft drinks as Fresca, which sells 23 million cases anually.
In place of Fruitopia, Coke will focus on its similar product line under the Minute Maid label. This brand will keep two of the more popular flavors of Fruitopia, but will otherwise discontinue the other flavors in the line. This move will not impact Fruitopia in Canada.