ATLANTA — The Coca-Cola Co. said it will discontinue the Odwalla juice brand and dissolve its chilled direct-store delivery distribution network after July 31, citing “a rapidly shifting marketplace.”
The Atlanta-based beverage company said the decision was made despite “every effort to support continued production and delivery services” and comes at a time when “it is more important than ever to evaluate where we can improve efficiencies in our business and operations.”
A maker of bottled smoothies and juice blends, Odwalla was launched in 1980 and acquired by Coca-Cola in 2001 for $181 million. Recent innovations include zero-sugar smoothies and a gut-friendly kombucha-smoothie blend.
“We would like to thank our valued consumers along with our retail and foodservice customers for their enduring partnership,” Coca-Cola said. “As a pioneer in what is now referred to as the Natural Health Beverages category, the Odwalla brand has been supported for decades by countless team members, informally known as ‘Odwallians,’ and external stakeholders, whose dedication and service made the brand possible.
“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.”