Tropicana orange juice fans arent happy about the brands latest redesign, which replaced the plastic bottles carafe-like look with a smaller, traditional-looking container, shrinking the portion size by 6 ounces. However, customers say that while the size has gone down, the prices havent.Tropicana said on its website that it lowered the manufacturers suggested retail price from $4.69 to $3.99,but, It is possible that for a brief time, retailers have not adjusted their on-shelf pricing while transitioning from our old to new packaging.However, some customers arent buying the excuse, and are accusing Tropicana of charging more for lessaka, shrinkflation. (One unhappy OJ drinker griped on X, Midnight Musings. I am no fan of the redesign of the Tropicana Orange Juice Bottle. Same price but went from 52 ounces to 46 ounces.)The other thing customers arent buying is Tropicana Orange Juice. Bottles have been sitting on supermarket shelves since the rebrand rolled out over the summer, with sales dropping a whopping 10.9% in August, and plummeting 19% by October, according to market research firm Circana as reported by CNN.In addition to adjusting the multi-serving bottles, Tropicana also reduced the size of its single-serving bottles, moving from 12 to 11 ounces. Yet, the price for this bottle remains the same.The consumer is always at the center of our decision-making, Tropicana said in a statement on its website. Because of that, we redesigned our bottles to directly address their concerns around ease of opening, ease of handling, storage and desire for less plastic, as well as offering more affordable juice options.This isnt the first time customers have revolted against a Tropicana rebrand. Fifteen years ago, fans protested when the OJ maker overhauled the brands iconic orange logo (which is seen pierced by a red-and-white-striped straw) and flipped it vertically. Customershated that rebrand so much, Tropicana pulled the cartons from shelves.So, why all the rebrands and attempts to change Tropicanas look and size?It might be the latest battle in the orange juice wars, as PepsiCos Tropicana brand tries to retain its number one position over Coca-Colas Simply brand. The rivalry is not unlike the cola wars that have kept these two companies competing over market share for more than a century.In fact, the reason PepsiCo ditched Tropicanas cardboard cartons for plastic carafes was because they looked more like rival Coca-Colas Simply juice brand orange juice, according to the Wall Street Journal.In 2023, PepsiCos Tropicana brand beat out Coca-Colas Simply brand in refrigerated orange juice dollar sales, per Statista, but not by much ($969.1 million compared to $887.2 million).