New Tropicana Smoothies will boost 5-a-day efforts
£4.5m campaign launches as government publishes latest figures on fruit and veg consumption
Tropicana, the UK's No 1 juice brand is today launching Tropicana Smoothies - a new range of premium smoothies.[i]
The accompanying £4.5m marketing campaign will also strengthen the government's efforts to boost the 5-a-day message, the latest figures for which are being published on Sunday 24 February.[ii]
Smoothies are one of the easiest ways to boost daily fruit intake as each 250ml portion contains the equivalent of 2 fruit portions.[iii] The government's 5-a-day campaign has been running since 2000. Despite raised awareness, the Food Standards Agency has admitted that behaviour has changed "relatively little" since the start of the campaign.[iv]
Smoothie drinkers perform much better, however. Recent YouGov research shows that regular smoothie drinkers are almost twice as likely to reach the target than people who don't drink them - 36% versus 20%.[v] To support this link, Tropicana will include the 5-a-day flash in its TV advertising and its marketing campaign will reinforce the message.
This could mean a step change in the nation's efforts to reach 5-a-day. Currently, around 70% of households do not purchase smoothies. As the leader of the UK chilled juice and juice drinks market,[vi] Tropicana has the platform to grow the category and make smoothies a mainstream household favourite, something it has already done for not-from-concentrate juice. This could boost the numbers of those reaching 5-a-day, which would unlock the considerable health benefits associated with eating at least five portions of a variety of fruit and vegetables daily.
Key to its popularity is Tropicana's 60 years of experience in fruit selection and excellent blends. Initial taste tests indicate that its smoothies will be considered the best tasting on the market. To ensure perfect blends every time, Tropicana will not allow anyone else to make its smoothies - this differentiates Tropicana from every other major smoothie maker in what is already a highly competitive market.
Mary Barnard, Managing Director, Tropicana UKIreland, said:
"We've spent several years developing Tropicana Smoothies and we think the results showcase the excellence in fruit sourcing and blending that made Tropicana famous.
"This is the right time for this new range. As a convenient way to boost your daily fruit intake, smoothies help people meet the target of at least 5-a-day, and yet 70% of households don't buy them. As market leader, we have the platform to bring smoothies to a much wider audience. The potential health benefits of increasing fruit and vegetable intake are considerable."
Dr Sue Gatenby, Nutrition Director, said:
"Fruit is an important source of vitamin C, folic acid, minerals such as potassium, dietary fibre and other components that are known to be beneficial to health. So not only do smoothies taste great, but they're a really good way to help people get the nutrition and health benefits of eating at least 5 portions of a variety of fruit and vegetables a day."
For further information, or for a free sample, contact the PepsiCo Press Office on 020 3003 6362
[i] The new Tropicana Smoothies are made with 100% fruit juices and pures, and are not from concentrates.
[ii] The government recommends that we consume at least 5 portions of a variety of fruit and vegetables every day.
[iii] One 250ml bottle of Tropicana Smoothie provides the equivalent of 2 portions of fruit by delivering 1 or more portions of fruit pure as well as juice from a variety of fruits. The Department of Health is encouraging people to eat at least 5 portions of a variety of fruit and vegetables a day and smoothies provide the benefits of a variety of fruit in a readily available and easy format.
[iv] The Food Standards Agency Consumer Attitudes Survey 2007 (for 2006) reported that "the number claiming to eat five or more portions had changed relatively little between 2000 (26%) and 2005 (30%)".
[v] A survey of nearly 2,000 people found that 36% of people who regularly drink smoothies manage to consume 5 or more portions of a variety of fruit and vegetables a day. This falls to just 20% for those people who do not drink smoothies. YouGov, 11th - 14th January 2008.
[vi] Currently worth just over £1bn. Nielsen, 12.01.08.