- Tropicana is relaunching its Essentials range with a punchy new design and name – Tropicana + – to better resonate with shoppers looking for added benefits from their juice drinks
- The new range will consist of four flavours; Berry Boost, Power Punch, Vitamin Victory, Viva Vitality
- The new bottles consist of 50% recycled plastic, and will roll-out onto shelves from September
Tropicana, the number one chilled fruit juice brand[1], is relaunching its functional juice range with a complete overhaul. Featuring a bold pack design, Tropicana + has been modernised with an improved design which highlights the functional benefits to shoppers more clearly. The new bottles are made using 50% recycled plastic, while the recipes have been updated to give the range a vibrant boost. The flavours include:
- Vitamin Victory
- Berry Boost
- Power Punch
- Viva Vitality
Steven Hind, Marketing Director – Juices at PepsiCo, comments: “Shoppers are looking for juices that contain added benefits, which is why the functional juice segment is currently seeing a +25% growth[2]. Each of the new Tropicana + flavours – Berry Boost, Power Punch, Vitamin Victory and Viva Vitality – contain added ingredients including vitamins and magnesium across the range, providing clear funcational benefits including reducing tiredness and supporting the immune system.
“Having conducted extensive consumer research*, we’re confident that the relaunch of our functional juice range will support this consumer demand, with clear communication on-pack and disruptive stand-out on shelf.”
The new range will be supported by an impactful heavyweight media campaign later this year, to drive awareness of the launch. Using the tagline “Juice For A Boost”, the campaign will target younger shoppers, and will consist of video on demand, social media, in-store advertising and sampling activity.
Launching from September, Tropicana + will be available across grocery, impulse and wholesale channels. All four flavours are available in the 750ml format, while the 300ml format will include Berry Boost (RRP: £1.99 and £2.99 respectively).
[1] Nielsen Total Coverage data YTD 15.08.20
[2] Functional NFC Retail Sales Value Growth, Nielsen, WE 15.08.20
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