Tropicana, the number one 100% fruit juice brand in the UK[1], is growing its innovative ‘Tropicana Essentials’ range with a new flavour this January: ‘Immune Support’. The new flavour offers shoppers an extension to the delicious juice range which meets consumer demand for functional benefits, at a time when health & wellness is a big focus for shoppers.
Tropicana Essentials is fuelling growth within functional juices, with the segment experiencing growth of 29%[2]. As with the existing range, the new flavour offers functional benefits, without compromising on taste and uses delicious fruits and wholesome vegetables including Carrot, Orange and Ginger. Feedback ahead of the launch has been exceptional and during early consumer testing, the new flavour exceeded 80% of consumers’ expectations[3].
Caroline Wilding, Marketing Manager for Tropicana at PepsiCo UK, comments: “Only one third of British adults currently achieves their five portions of fruit & veg a day[4]; juice drinkers are 70% more likely to achieve their five a day[5] and so, as the UK’s number one juice brand, we can play a role in closing that gap.
“Since the launch of Tropicana Essentials a year ago, the range has performed extremely well and continues to bring incremental shoppers to the category[6]. Functional juice is the fastest growing segment within chilled fruit juice and Tropicana Essentials has established itself as a beacon brand, attracting shoppers to the fixture and helping them better understand what functional juices can offer,” adds Wilding.
Tropicana is also investing in the popular core range for 2019, adding three new flavours to its line up: Apple, Raspberry & Redcurrant; Apple, Pear & Apricot; and Watermelon & Starfruit. The new flavours will be accompanied by a vibrant new look, which has been proven to increase purchase intent by 21% in early testing[7]. This dynamic new look will encourage recycling with on-pack information and guidance.
Both Tropicana Essentials ‘Immune Boost’ and new look Tropicana packaging will be available from January.
[1] Nielsen Total Coverage data to 15.12.18
[2] Nielsen Total Coverage data to 07.07.18
[3] Tropicana consumer testing – N=127
[4] National Diet and Nutrition Survey: results from Years 7 to 8 of the rolling programme for 2012-2013 and 2013-2014. Public Health England. Published 11th April 2018.
[5] Benefits associated with consumption of fruit juice. An analysis of 4 years of data from the National Diet and Nutrition Survey 2008-2012. Sig-Nature Ltd. Nutrition Consultants. December 2014.
[6] Kantar data, 32 w/e 9th Sept 2018
[7] PRS InVivo, Packaging Graphics Re-design Report. August 2018. Category users.
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