What P&G will do after Citrus Hill

Lawrence, Jennifer
September 1992
Advertising Age;9/21/1992, Vol. 63 Issue 38, p4
Trade Publication
This article reports that Procter & Gamble Co. last week uncharacteristically killed off a brand-Citrus Hill orange juice and will use the product's calcium technology to advance its Sunny Delight Beverages Co. juice drink business. P&G next month will discontinue Citrus Hill, after determining there were no buyers for the ailing brand. The company was unwilling to give up its patented calcium formulation called Fruit-Cal, which would have made Citrus Hill more appealing to a prospective buyer. Now, P&G is poised to roll national with Sunny Delight Plus Calcium to attract a larger share of the $9.1 billion fruit beverage market.


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