Drive juicy sales with fresh innovation from Tropicana

Tropicana orange juice improved to drive sales

14 January 2010

Tropicana, the UK's No.1 juice brand*, is injecting some zest into the soft drinks category with a range of exciting orange innovations. A new 100% pure squeezed orange juice with extra juicy bits and a range of orange plus exciting fruity flavour combinations are sure to drive juicy profits!

Not From Concentrate (NFC) chilled fruit juices are currently driving sales, accounting for over half (53%**) of the overall £958m*** chilled fruit juice market. By focusing on orange, the leading flavour in this category and adding tasty new twists, Tropicana is planning to refresh the category and drive incremental sales.

In research, over 30% of consumers who enjoy a textured glass of orange juice said they would like more pulp****. Tropicana Extra Juicy Bits contains 50% more pulp than Tropicana Original, quenching the thirst of pulp-loving Brits while filling an existing gap in the market. Tropicana Extra Juicy is expected to replicate the success of Original and Smooth, Tropicana's leading lines.

New flavours have been the driving force behind growth (+6.3%)*****, with this sector expanding at double the rate of the total NFC category. Tropicana has spearheaded this, accounting for 100% of NFC Flavours growth* and contributing £13.2m to the NFC flavours category in 2009. Bursting with a range of exciting new flavours; Orange & Passionfruit, Orange & Lime and Orange & Watermelon, Tropicana looks set to continue this success and drive even greater sales in 2010.

Simon Michaelides, PepsiCo Juice Marketing Director comments: "Consumers are looking for quality, value and variety and as the UK's No.1 juice Tropicana is well positioned to deliver this. These latest flavour additions provide customers with an even greater choice for healthy refreshment throughout the day. By ensuring that new additions are stocked alongside best sellers in the chillers retailers can increase their sales potential."

Tropicana is supporting the launch of these exciting new additions with a substantial advertising and marketing campaign that will communicate the quality and value proposition.

* AC Nielsen WE 26.12.09
** AC Nielson 2009
*** AC Nielson 2009
**** Tropicana internal product testing
***** AC Nielsen full year 2009 over full year 2008

Tagged: Tropicana