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The rebranding effort incurred a £35 million expense for Tropicana. Shortly after its launch, consumers began to express criticism of the new design, deeming it "unappealing" and "unwise." Many remarked that Tropicana's premium juice now bore a resemblance to "an everyday discounted item found in budget supermarkets." Two months later, the company experienced a substantial 20% decline in sales, resulting in a £30 million loss for Tropicana.