No more “thirst quencher”
Punica disappears from the shelves
2/21/2023 5:22 p.m
With advertising slogans based around the “Punica Oasis”, the juice became a cult brand in the 1980s and 1990s. Now the Pepsico company is announcing the end of Punica – after 45 years the brand is disappearing from the supermarkets. Production was apparently stopped months earlier.
The Punica fruit juice brand is disappearing from supermarket shelves. The brand will be completely taken off the market, announced the US beverage company Pepsico in Neu-Isenburg near Frankfurt. Several media had previously reported on the end of the juices, which were very present in advertising in the 1980s and 1990s.
Pepsico sold most of its juice division, including Punica, to financial investor PAI Partners last year. The new joint venture Tropical Brands Group has reviewed the strategic priorities and made the decision to withdraw Punica from the market, Pepsico said. According to media reports, production had already been stopped in September 2022. Remnants are currently being sold.
According to the “t-online” news portal, the company made another attempt in 2019 to better position the drink on the market. A targeted advertising campaign on social media, a new packaging design and logo should primarily reach a younger target group. Developed by the juice manufacturer Rolf Dittmeyer, Punica was first launched in 1977. Succinct advertising slogans from the “Punica oasis” and the “fruity thirst quencher” made the drink popular, especially in the 1980s and 1990s.