Firm Found Fresh Niche by Quenching a Thirst

Hansen Natural Corp. traces its lineage back to a small juice company that Hubert Hansen founded in Los Angeles in 1935.

Despite the Great Depression, Hansen built a thriving, door-to-door juice business that eventually set up stands at several movie lots. In 1946, Hansen’s Juices Inc. opened a production plant on Juanita Avenue in Los Angeles, where it remained for 47 years. Two months ago, the family-owned business consolidated operations at a new plant in Azusa.

Hansen’s Juices continues to produce just what its name suggests: fresh juices. In the late 1970s, however, the company spun off a growing pasteurized fruit-juice business to Tim Hansen, one of Hubert’s grandsons, who later created the Hansen’s Natural soda line. That branch of the business is now the publicly traded company based in Anaheim.

Hansen Natural Corp. uses the “Hansen’s” trademark under a perpetual license granted by a trust controlled by the Hansen family. While Hansen Natural Corp. sells pasteurized apple juice and sodas, the family-owned company sticks to fresh juices, including orange, carrot, apple, strawberry, banana and several exotic blends.

“Now we’re in all the western states, seven eastern states and Hawaii,” said Tony Kane, president of Hansen’s Juices and husband of one of founder Hubert Hansen’s granddaughters. Hansen’s Juices also processes juices that are sold to an Illinois-based company that distributes them under its own label in several eastern states.

The new Azusa plant will double Hansen’s Juices’ capacity. Kane, who would not reveal the company’s sales or earnings, did say that the plant produces a “minimum of 35,000 gallons of juice per week.”

“We feel that in five years we can triple our customer base,” Kane said. “We’re looking to expand to most of the states in the country. And we do have a customer overseas”--though he wouldn’t say who.

Kane lauds the current Hansen Natural Corp. management team for “doing an excellent job. . . . I’m prejudiced, but Hansen (sodas) are the best in their category. I don’t see anything but good for them.”