MAJOR RE-BRAND ON TROPICANA ON-THE-GO BOTTLES WITH TWO DELICIOUS NEW FLAVOURS

Tropicana, the number one not from concentrate juice brand in the UK[1], is celebrating the good stuff in its 100% pure pressed fruit with a new vibrant and modern look for its on-the-go range, plus an exciting colourful marketing campaign. On top of this the brand is introducing two delicious new flavours: Watermelon, Apple & Raspberry juice which is deliciously refreshing, and new Mixed Berries, perfect for an indulgent fruity flavour. Both are available in a 300ml size perfect for on-the-go and provide 1 of your recommended 5 a day.Range

Whilst breakfast remains a key occasion for chilled fruit juice consumption, there is a significant opportunity for growth in the post breakfast occasion, as nearly half of all juice is consumed after 10am[2]. Therefore, Tropicana’s aim is to be front of mind for consumers throughout the day and with the addition of the two new flavours, the brand is offering a robust portfolio to cater for a range of consumer tastes throughout the day.

Tropicana recognises the importance of capitalising on emerging flavour trends. Watermelon has seen rapid growth of 500% since 2016[3], and is expected to be the flavour trend of 2018[4]; so the launch of Watermelon, Apple & Raspberry comes at the perfect time. In addition, Mixed Berries as a flavour is experiencing impressive double-digit growth3, offering mainstream appeal whilst being rich in vitamin C.

Louise Hardman, Brand Manager for Juices at PepsiCo UK, comments, “Our ambition is to expand Tropicana beyond breakfast by providing a delicious, nutritious and colourful array of 100% pure pressed fruit juices. We are excited to introduce the vibrant new look on our little bottles, perfect for on-the-go in addition to our two delicious new and on-trend flavours, all of which will be supported with a significant summer media campaign.”

Both Watermelon and Mixed Berries 300ml (RRP £1.61) are now available across grocery and impulse channels. The new packaging will roll-out from July 2018, supported by an impactful outdoor campaign across London alongside a major nationwide social and display campaign plus in-store support.

 

[1]Nielsen Total Coverage NFC, Single Serve, data to w.e. 30.06.18

[2]Kantar Worldpanel Usage, 52 w/e 31st December 2017 Total In Home/Carried Out

[3]Nielsen Scantrack; Total coverage MAT 2YA MAT TY WE 18.02.18

[4]The food people, Food and Beverage Trends 2018 – UK

 

Author: kimbarnard

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