|Type||Iced tea, juice drink, lemonade, water|
|Manufacturer||Dr Pepper Snapple Group|
|Country of origin||United States|
Snapple is a brand of tea and juice drinks which is owned by Dr Pepper Snapple Group and based in Plano, Texas. The company (and brand), which was originally known as Unadulterated Food Products, was founded in 1972. The brand achieved some fame due to various pop-culture references including television shows. Snapple is famous for having lots of beverage related facts, as can be found on its website.
Snapple was founded by Leonard Marsh, Hyman Golden, and Arnold Greenberg in 1972 in New York. Their company, which was originally known as Unadulterated Food Products, was first conceived as a part-time venture to supply fruit juices to health food stores. Unsure if the business would succeed, Greenberg continued to run his health food store in Manhattan's East Village, while Leonard Marsh and his brother-in-law, Hyman Golden, operated a window washing business. In a 1989 interview with Crain's New York Business, Marsh admitted that when they launched the small business he knew "as much about juice as about making an atom bomb."
Unadulterated Food Products was one of the first companies in the United States to manufacture juices and other beverages made from natural ingredients.
An early, apple juice product led to the company's name, Snapple. Golden, Greenberg and Marsh had created a carbonated apple juice. Unfortunately, one of the batches of apple juice fermented in the bottle, causing the bottle caps to fly off. The original name of that particular apple juice product, "Snapple," which derived from the words "snappy" and "apple," became the new name for their beverage company, the Snapple Beverage Corporation, beginning in the early 1980s. "In 1980, the company introduced a line of all-natural juices with the Snapple name, which came from one of its first products, a carbonated apple juice that had a "snappy apple taste." Snapple first started with pure fruit drinks, and would not manufacture their first tea, lemon tea, until 1987.
Snapple's brand slogan is "Made from the best stuff on Earth."
Snapple was known for a popular series of TV advertisements in the early 1990s featuring Wendy Kaufman (the "Snapple Lady") answering letters from Snapple fans. In an effort to counteract the Coke and Pepsi challenge commercials, Snapple began running a new line of advertisements in May 1992, which featured its trademark “made from the best stuff on earth” line in ads that spoofed earlier beer and sports drinks promotions; the ads received low marks from advertising industry observers.In addition, the company used its $15-million-a-year advertising budget to pay for a long-lived series of live radio commercials featuring controversial disk jockeys Howard Stern and Rush Limbaugh. At the end of the summer of 1992, Snapple conducted a five-week search for a new advertising agency that could better convey its corporate identity in preparation for a wider national push. Later that year, Snapple also signed tennis player Jennifer Capriati to endorse its products. By August 1992, Snapple had expanded its distribution to every major city in the United States and it signed new contracts with beverage distributors. The company owned no manufacturing facilities, but instead made agreements with more than 30 bottlers across the country. In this way, Snapple was able to keep its overhead low and its payroll short. The company administration consisted of just 80 employees, 50 of whom worked out of a modest office building on Long Island.
The Quaker Oats Company bought Snapple for $1.7 billion in 1994. The company ran into problems and sold it to Triarc in 1997 for $300 million. Triarc sold it to Cadbury Schweppes for $1.45 billion in September 2000. It was spun off in May 2008 to its current owners.
Starting in May 2009, Snapple was made with sugar, not high fructose corn syrup. However, in certain areas, the older formula is still sold in stores, but this is becoming increasingly rare. However it is rumored that still some bottles of the old Snapple are sold on the black market.
In 2009, a consumer lawsuit was brought against Snapple. The suit alleges that the manufacturer's marketing use of the words "all natural" is fraudulent because the drink is made with corn syrup. However, Snapple retaliated by arguing that their "Orangeade" flavor contained real chunks of oranges. The complaint also raises the issue of Snapple drink names including fruits when the products do not contain those fruits.
Snapple and New York City schools
In October 2003, Snapple began its sponsorship of the New York City school system and (other parcels in the area), as part of the deal to make Snapple New York's official beverage. The company promised an $8 million per year profit for city schools if it were allowed to sell its drinks, including juice and bottled water, in school vending machines. Snapple was able to acquire the contract in part because New York City officials did not want to encourage the consumption of sodas, which have been linked to childhood obesity, diabetes and are generally considered unhealthy. The Snapple juice drinks, specifically created to meet rules banning soda and other sugary snacks from city schools, are marketed under the "Snapple 100% Juiced!" label. The flavors available under this brand include Green Apple, Fruit Punch, Melon Berry, Grape, Orange Mango, and Strawberry Lime. Although the juice drinks are fortified with vitamins and minerals, they still contain more sugar (41 grams) than a 12-ounce container of Coca-Cola (39 grams). Dr. Michael F. Jacobson, the executive director of the Center for Science in the Public Interest, called the drinks "little better than vitamin-fortified sugar water." In addition, the concentrates used in the drinks, apple, grape and pear, are the least expensive and nutritious. Dr. Toni Liquori, associate professor at the Columbia Teachers College, questioned the sale of bottled water in schools, saying "If anything, we should have cold water in our schools."
The deal also gave Snapple exclusive rights to sell its tea and juice-based drinks in vending machines on all New York City properties starting in January 2004. Snapple paid the City $106 million for the rights and agreed to spend $60 million more to marketing and promotion over the length of the five-year contract.
Rumors and myths
In the early 1990s the original label graphic on the Iced Tea flavor, a depiction of the United States historical event the Boston Tea Party was replaced due to misinformation espoused by misguided protest groups claiming the ships on the packaging were slave trading vessels in New York Harbor.
Snapple also fell victim to the old rumor that the small "K" was either a representation of the Klan, or of an imagined "Jewish Tax" (augmented by the fact that all three founders were Jewish). The "K" on the products actually meant that they were certified kosher.
Snapple initially tried to quell these rumors quietly, but ultimately had to launch a media campaign to squash them, pointing out it would be bad for business to support controversial issues in such a way as the rumors implied. Through a media campaign with the NAACP, Snapple successfully fought back these rumors, although occasionally they are still brought up as fact.
On February 13, 2012, Snapple was announced as the official beverage sponsor of America's Got Talent; Snapple products will be available for judges' consumption this season. (The show's new judge, Howard Stern, was a spokesperson for Snapple in the 1980s.)
Snapple Theater Center
In 2007, Snapple opened the Snapple Theater Center on 50th Street and Broadway in the heart of New York City's Theater District. It has two theaters, one of which is a traditional theater, the other a thrust stage which can house plays. The center also includes a 40×50 ft rehearsal space which is available for rent. The theaters are considered Off-Broadway because of their low seating capacities.
- Snapple History "Snapple History", "Snapple Website"
- Fox, Margalit (2013-06-23). "Leonard Marsh, a Founder of Snapple, Dies at 80". New York Times. Retrieved 2013-06-15.
- O'Connor, Anahad. "Hyman Golden, Co-Founder of Snapple, Dies at 85", The New York Times, September 20, 2008. Accessed September 20, 2008.
- "Snapple.com - History". Snapple web site. Retrieved 25 April 2013.
- Marks, Peter (4 January 1995). "AT WORK WITH: Wendy Kaufman; Snapple! Cackle! Pop! A Star Is Born". New York Times.
- "Snapple Beverage Corporation". International Directory of Company Histories. Encyclopedia.com. January 1995. Retrieved 24 April 2013.
- "COMPANY REPORTS; Quaker Oats to Acquire Snapple". The New York Times. November 3, 1994. Retrieved October 30, 2012.
- "Quaker Oats Sells Snapple At A $1". Morevalue.com. 1997-03-28. Retrieved 2012-10-22.
- Brian Graney (2000-09-18). "Triarc Sells Snapple to Cadbury Schweppes [Breakfast With the Fool] September 18, 2000". Fool.com. Retrieved 2012-10-22.
- Lee, Jennifer 8 (2009-02-19). "Reading the Tea Leaves, Snapple Refreshes Itself". City Room (New York Times). Retrieved 2009-02-21.
- "Lawsuit Alleges Snapple Drinks Are Not All Natural or Fruity". WiredPRNews.com. 30 March 2009.
- Odza, Kenneth (14 August 2009). "Snapple Decision - FDA's Policy Concerning Use of "Natural" Not Entitled to Preemptive Effect". Food Liability Law Blog. Stoel Rives LLP.
- Burros, Marian (17 September 2003). "The Snapple Deal: How Sweet It Is". New York Times. Retrieved 1 April 2009.
- Day, Sherri (12 September 2003). "Sizing Up Snapple's Drink Deal With New York City". New York Times. Retrieved 25 April 2013.
- "Snapple Rumors". Snopes.com. 21 April 2008. Retrieved 12 November 2012.
- "Snapple Dragoon". Snopes.com. 28 April 2011. Retrieved 25 April 2013.
- McManus, Matthew (22 November 2011). ""True" Snapple Facts". The FairView. Retrieved 16 August 2012.
- Lafayette, Jon (13 February 2012). "Snapple Becomes Sponsor of 'America's Got Talent'". Broadcasting & Cable. Broadcastingcable.com. Retrieved 2012-10-22.
- "30 Rock Snapple Product Placement". YouTube.
- "Snapple Theater Center -FAQ". Retrieved 24 April 2013.
- Official website
- Snapple Refreshes Itself – Snapple Relaunch (2009)
- The Snapple Dragoon at Snopes.com