How did Tropicana lose $30 million in a packaging redesign?

In January 2008, a worldwide famous fruit juice brand, Tropicana, launched new packaging for its best-selling product — Tropicana Pure Premium — with sales revenue around $700 million per year.

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Elucidation of aroma compounds in passion fruit (Passiflora alata Ait) using a molecular sensory approach The results demonstrated that the spinning cone column technique can increase the fresh and natural fruity aroma of passion fruit in the extract, which has the effect of enriching the aroma and improving the aftertaste.