An examination of orange juice demand is presented, focusing on the main forms, frozen and chilled, and which considers the role of brands, private label, and product variety. Data used are for 54 regions in the US for 1989 and 1990. This is advantageous. A December 1989 freeze resulted in major increases in prices of all forms of orange juice in 1990. Results suggest that the three national brands were using some pricing strategies, but no indication could be found that it has been to the detriment of smaller competitors. Private label and regional brands improved their market positions during the period.