Environmental groups were worried about the effect that juice boxes and other aseptic containers could have on the environment. Other companies soon followed.ĭespite their growing popularity, not everyone had positive things to say about juice boxes. In the early 1990s, Minute Maid became the first company to add calcium to its juice boxes. A number of companies added vitamins, such as A and C. However, realizing that Americans were becoming more health conscious, the juice box industry responded by filling the boxes with healthier beverages. When juice boxes first entered the market, they were often filled with diluted juice drinks rather than real fruit juice. By 1986, juice boxes made up approximately 20% of the United States juice market. These companies began implementing all sorts of ideas to gain larger shares of the market, including filling the juice boxes with a variety of different flavors, adding vitamins and other nutrients, and making packaging changes to widen the juice box's appeal. Once the juice box was introduced to the United States in 1980, competitors began entering the market at a rapid rate. Five years later, Rausing made an even bigger breakthrough when he figured out how to fill the Tetra Briks under completely sterile, or aseptic, conditions. Because of their rectangular shape, Tetra Briks, when stacked on top of each other, took up half the space of the old containers. Rausing developed a precursor to the juice box: a brick-shaped box he named the Tetra Brik. He needed a container that was smaller and less cumbersome than the metal canisters being used. In 1963, Rausing was trying to figure out a more efficient method to get milk to the market. The aseptic container was invented in the 1960s by a Swedish man named Ruben Rausing. Along with its portability and convenience, the juice box has gained widespread popularity due to the brick-shaped container's composition of unbreakable materials and tight seal. A juice box is considered an aseptic container, meaning it is manufactured and filled under sterile conditions and requires no refrigeration or preservatives to remain germ-free. A juice box is an individual-sized container that usually holds 4-32 oz (118-946 ml) of juice and generally comes with an attached straw that can be removed and inserted for drinking. Today, it is available in both frozen concentrate and liquid form and packaged in a variety of ways, including bottles, cans, and-most recently-boxes. For centuries, people all over the world have been drinking fruit juice.
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