PepsiCo has unveiled two new ranges for its Tropicana juice brand.
It is relaunching its functional juice range with a complete overhaul. Moving away from the Essentials branding, the new Tropicana+ range 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 and Viva Vitality. All four flavours are available in the 750ml format, while the 300ml format will include Berry Boost (RRP: £1.99 and £2.99 respectively).
Marketing director – juices at PepsiCo Steven Hind explained the changes to the range. “Shoppers are looking for juices that contain added benefits, which is why the functional juice segment is currently performing exceptionally well at +25% growth (Nielsen). Each of the new Tropicana + flavours contain ingredients that provide clear functional benefits including vitamins and magnesium across the range.
“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.”
It is also launching Tropicana Lean which contains 40% less sugar and 40% less calories (compared to fruit juices on average). Available from the beginning of September, the Tropicana Lean range will be launched in three flavours: Citrus Fruit, Mixed Berries and Tropical Fruit. The 900ml bottles have an rrp of £2.75.
On the Lean range, Hind said: “Taste is the one of the most important purchase drivers for juice as people seek pleasure and enjoyment. But we recognise there’s also a need to offer a wider product portfolio to meet changing shopper needs as 63.3% of shoppers claim that they are trying to restrict their consumption of sugar. The Tropicana Lean launch will appeal to those shoppers who are looking for delicious and convenient products, without having to worry about sugar content. Early testing of the range included exceptional results with over 80% purchase intent”.
He added that the 900ml format is tapping into market shifts. “We have seen a resurgence of take-home formats in the chilled fruit juice category as shoppers have turned to breakfasts at home with the family, with take home juice growing at +14% during lockdown. Tropicana Lean is aimed at a family audience to share at the breakfast table, hence why we have decided to launch in a 900ml format.”