• 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

Comments are closed.

Over 18


Agreement

To use this website, you must be aged 18 years or over

This will close in 0 seconds