![]() ![]() The Hi-C products used to be the color implied by their flavor, but in 2000, Hi-C in juice boxes was re-introduced as a yellowish clear beverage that would not stain clothing. Subsequent growth of the Hi-C product line included globalization to selected markets worldwide. At one point in time, Brach's made fruit snacks and orange slices under the Hi-C name. There were soft frozen versions of Flashin' Fruit Punch and Orange Lavaburst made by J & J Snack Foods and could be found in stores like Dollar Tree. There are other flavors at Coca-Cola Freestyle. Hi-C is currently sold in drink boxes, soda fountains, and drink mix form. By 1958, Hi-C fruit drinks had become an American supermarket staple, available in every grocery store nationwide. The Hi-C business continued to expand with new flavors (orange-pineapple, pineapple-grapefruit, Florida Punch, peach) and innovative marketing techniques. George Roberts, assistant sales manager for Niles Foster when Hi-C was introduced, stayed on, first as National Sales Manager for Hi-C, then later as Director of Contract Packer Operations for the Houston, Texas, based Coca-Cola Foods Division, ensuring the successful marketing, promotion, and distribution of Hi-C. Niles Foster left the Minute Maid Corporation shortly after the Hi-C brand was purchased. As the Hi-C business continued to grow, it attracted the attention of the Minute Maid Corporation, and in 1954 Clinton Foods, Inc., sold its Florida holdings, including Hi-C fruit drinks, to Minute Maid. The contract packing concept is still used today by the Coca-Cola Foods Division. Apple and cherry drinks were introduced as a result of the fresh fruit processing operations at the Paw Paw, Michigan, co-packer plant. Grape, the second flavor introduced, evolved naturally from the fact that the Geneva, Ohio, co-packer was also processing fresh grapes. New flavors of Hi-C fruit drinks were developed as an outgrowth of the contract packer system. The multi-plant system facilitated quick product shipping, minimizing out-of-date merchandise problems. As markets for Hi-C were expanded nationwide, so were the contract operations, strategically located near major market areas. Originally marketed in the southern United States, Hi-C was introduced into the Los Angeles and San Francisco markets in 1949. Foster entered into an agreement with Clinton Foods, Inc., to produce and market Hi-C, with Foster managing the Hi-C business. After test marketing in 1947, Hi-C orange drink was introduced in 1948 with a massive promotional effort, spending thousands of dollars weekly per market on promotions. Hot-packed in enamel-lined 56-ounce (1.66 L) cans, the product needed no refrigeration before opening. The name "Hi-C" referred to its high vitamin content. It took Foster over a year to develop the ideal formula for Hi-C orange drink, containing orange juice concentrate, peel oil and orange essences, sugar, water, citric acid and ascorbic acid (vitamin C). Niles Foster, a former bakery and bottling plant owner, created Hi-C in 1946. 1958 sales team promotional newsletter excerpts ![]()
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