In 1970, Mjölkcentralen decided to distribute and sell orange juice under the brand name Helst. A completely new juice production technique was introduced. The company introduced the same techniques to juice as were used in the production of milk – new cooling technology, new production methods and, above all, new packaging. Before then, juice had been packed in tins and subsequently in glass bott
les. Now, juice could be bought in a practical pack produced to the same high standards of hygiene as applied to milk. After this breakthrough, it became far more popular to drink juice and sales increased during the first half of the 1970s. An important contribution to growth was the introduction of JO® in 1974. Until then, concentrated juice had been available only as a frozen product. The new product was more convenient as all you had to do was dilute it with water. God Morgon® was launched at the end of the 1970s and has since become a favourite on many a Swedish breakfast table. God Morgon® juice is a popular breakfast drink in Sweden, Denmark, Finland and Norway.
