Bolthouse II: Return to Bolthouse
I don't think I'd ever tasted Bolthouse Farms orange juice before Sunday night, but the juice made me think I had. It was fresh, full-tasting, and moderately pulpy without needing to specify so on the front of the container.
What the bottle did say — on the side — was this: "Five servings of fruits and vegetables are recommended every day for good health … and you are holding more than 4 of them." Number style issues aside, the selling point sold me. After finishing one of the two bottles I bought, on sale two for $5, I was orange-filled and pleased.
I've always taken my orange juice seriously, at least as seriously as one can take orange juice without time and a juicer. Which is probably only a little bit seriously. But in that capacity, I'd say Bolthouse has created a true contender against Simply Orange. If only the prices would drop, I'd banish the concentrates from my fridge.
April 4th, 2011 at 8:22 AM
[...] I've remained a fan of Bruce Horovitz's food industry articles in USAT; so when friend Aly linked to Fast Company's piece on the baby carrot market, Bruce's fall story came to mind. Fast Company looked at how Bolthouse chased a new, edgier type of relationship with consumers. (And I was already a Bolthouse sucker. RIP Bolthouse orange juice.) [...]