Tropicana, the number-one chilled-fruit juice brand[1], is relaunching its functional juice range with a complete overhaul. The new Tropicana + has been modernised with a bold pack structure and an improved design which highlights the functional benefits to shoppers more clearly. The new bottles are made using 50 per cent recycled plastic, while the recipes have been updated to give the range a vibrant boost.
“Shoppers are looking for juices that contain added benefits, which is why the functional juice segment is currently performing exceptionally well at +25 per cent growth[2],” said Steven Hind, Marketing Director – Juices, at PepsiCo. Each of the new Tropicana + flavours – Berry Boost, Power Punch, Vitamin Victory and Viva Vitality – 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.”
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, video on demand, 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
