Citrus Hill was a brand of orange juice introduced by Procter & Gamble in the United States market in 1982, later used for other fruit juices and beverages. The launch of Citrus Hill occurred when P&G acquired Florida-based Ben Hill Griffin Inc. and created a brand to sell its juice products under, with national distribution. This thrust P&G into the competitive orange juice market, dominated by Minute Maid and Tropicana Products. Procter & Gamble hoped to differentiate themselves from the other major brands by marketing Citrus Hill as a premium product, which proved unsuccessful in a segment with technology limiting the 1980s orange juice market to made-from-concentrate products of generally equal quality differentiated by price and perceived value. Citrus Hill had the distinction of intr