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Why have Americans fallen out of love with orange juice?

Tropicana orange juice.
Tropicana orange juice.
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What's your beverage of choice for breakfast? Coffee, tea or a jumbo energy drink? Well, it used to be that most people included orange juice in that list, but sales of orange juice have been dropping off to their lowest level in 15 years.

So what gives? Why is orange juice getting squeezed out? Roberto Ferdman recently wrote all about the decline of OJ for the digital magazine, Quartz.