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In 1999, Coca-Cola executives gathered to address shifting consumer preferences.
Americans wanted natural, additive-free foods, and the beverage market needed to adapt.
Miller, a junior executive, proposed focusing on pure fruit juice without concentrates or additives.
The concept was to create drinks that captured the essence of fresh-picked produce.
After twelve months of development, Coca-Cola created Simply Orange—juice pressed from whole oranges, packaged in transparent bottles with black and green accents.
The design let customers see the bright orange liquid inside.
Coca-Cola launched Simply Beverages in 2001 through its Minute Maid division.
The brand began with three varieties of not-from-concentrate orange juice, sold exclusively in the Northeast United States.
The concept targeted growing consumer demand for natural, additive-free juices.
Simply Beverages expanded along the East Coast before expanding nationwide—adding new fruit flavors as they went along.
By 2005, it had established itself as a premium juice brand in the American market.
Simply Beverages builds its brand on Florida oranges.
The company is one of Florida's largest orange buyers, sourcing most of its juice from local groves.
Florida's climate produces oranges with high sugar content and rich nutrients.
Simply Beverages squeezes these oranges within hours of harvest to capture their peak flavor.
The juice maintains consistent quality through direct partnerships with Florida growers, who supply ripe fruit year-round.
Simply Beverages uses computer modeling to maintain consistent orange juice flavor year-round.
Their algorithm analyzes data from growing conditions and crop characteristics across Florida, Brazil, and Mexico.
The system calculates precise blending ratios each month, combining juices from different sources to match a target taste profile.
While the juice sources shift seasonally, customers experience the same flavor in every bottle.
In 2000, Simply Beverages launched its juice in clear plastic bottles with green twist caps and seals.
The transparent design revealed the juice's natural color, while the green accents marked the brand's identity.
People loved the design—consumers could see exactly what they were buying, and the distinctive green elements made Simply bottles instantly recognizable on store shelves.
Simply Beverages expanded beyond orange juice in the mid-2000s.
The company launched Simply Lemonade and Simply Limeade in 2006, marking its first non-orange juice products.
From 2007 to 2017, Simply steadily added new flavors:
Each new drink maintained the brand's focus on fresh, natural fruit taste.
In 2018, Simply Beverages reduced its standard juice bottle from 59 oz to 52 oz to offset rising material and production costs.
The company kept its signature clear bottle design with green accents while cutting 7 oz of volume.
This change helped maintain competitive retail prices through reduced plastic and packaging expenses.
Customers continued to receive the same juice formulation, just in a slightly smaller container.
Simply Beverages leads U.S. refrigerated orange juice sales today, twenty years after its launch.
Its clear plastic bottles fill grocery shelves nationwide, outperforming competitors in the premium juice market.
The company maintains its original focus: natural ingredients, sustainable packaging, and straightforward recipes.
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