The Coca-Cola Co. said it will discontinue the Odwalla juice brand and dissolve its chilled direct-store delivery distribution network after July 31, citing "a rapidly shifting marketplace." The Atlanta-based beverage company said the decision was made despite "every effort to support continued production and delivery services" and comes at a time when "it is more important than ever to evaluate where we can improve efficiencies in our business and operations." A maker of bottled smoothies and juice blends, Odwalla was launched in 1980 and acquired by Coca-Cola in 2001 for $181 million. Recent innovations include zero-sugar smoothies and a gut-friendly kombucha-smoothie blend.
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