Rather than selling powder to the public market, the company decided to create frozen orange juice concentrate, using a process that eliminated 80 percent of the water in orange juice. The first shipment of Minute Maid concentrate—the first concentrated orange juice brand—took place on April 15,1946, from the Plymouth plant.
In same month April 1946, Florida Foods was renamed Vacuum Foods Corporation. The name was inspired, in part, by the "vacuum process" of removing around 80 percent of the water and allowing the customer to reconstitute the juice with water at home.
The ability to purchase fresh-tasting orange juice at any time of year, far from where oranges are grown, proved popular, and led to the company's national success.
During its first year of operation in 1946, the company recorded sales of $374,500. Just five years later, sales reached $29.5 million. In 1958 the company developed centrifuge equipment that removed water from the concentrate through freezing rather than evaporation, thereby improving the concentration process.
In 1948, Vacuum Foods launches a national radio campaign featuring Bing Crosby, kicking off a 30-year promotional relationship between Vacuum Foods and Crosby.
In October 1949, the company adopted the name Minute Maid Corporation, adopting the name of its highly popular orange juice product. The name Minute Maid® was originally created by a Boston marketing firm back in 1946, implying the convenience and ease of preparation of this delicious orange juice. The Minute Maid company was purchased by Coca-Cola in 1960.
In 1967, Minute Maid relocated to Houston, Texas, and is joined with Duncan Foods to form the Coca-Cola Foods division.
Vacuum Foods Corporation
