Tropicana redesigned its packaging in 2009 which led to consumer dissatisfaction and a decrease in sales. The redesign removed visual cues customers relied on and caused confusion at grocery stores. Within two months, Tropicana sales dropped 20% resulting in $50 million in lost revenue. Competitors gained market share during this time. Tropicana then returned to the original packaging design and learned that packaging changes require thorough consumer testing to understand shopper preferences and avoid confusion.