Exciting Tropicana NPD and exclusive promotional offers from Copella are set to drive soft drinks sales and refresh the £1 billion chilled juice category[1].
Tropicana, the UK's No.1 juice brand[2], is launching a new tropical Pineapple and Guava flavour to tantalise the tastebuds. This is the latest addition to the 100% not from concentrate Tropicana Pure Premium range.
The zingy new flavour made from pure pressed pineapple and mellow guava, will increase consumer choice, providing retailers with additional opportunities for juice sales outside of the breakfast occasion.
Ben Curtis, Tropicana senior brand manager says: "Over the past two years more than one million new households have bought Tropicana Pure Premium, driving penetration in the not-from-concentrate segment to 49.5% in 2008[3].
By developing exciting NPD such as Pineapple and Guava flavour Tropicana continues to broaden its portfolio and outperform the rest of the market (13.3%)[4], spearheading both category growth and retailer profit opportunities."
Copella, PepsiCo's other leading juice brand and the UK's No. 1 apple juice[5], is offering an exclusive yearly subscription of Homes and Gardens Magazine to its consumers.
The promotion which is part of a much larger marketing investment is set to further grow the brand which has grown dramatically in size in the last decade and is now 6.5 times larger than it was in 1998[6].
Warren Bassett, Brand Manager Copella, says: "Homes and Gardens is the perfect partner for this promotion. This quintessential English magazine aligns perfectly with Copella's local countryside heritage and premium nature of the product."
The October issue of Homes and Gardens will contain a feature on Sadie Stowell designer of the 'Copella Apple Garden' at this year's 'Hampton Court Flower Show. The garden was created to highlight the plight of the British apple and further demonstrates the investment being put behind the Copella brand.
[1] Nielsen latest 52 weeks value sales growth 05.07.08
[2] Nielsen latest 52 weeks to 02.08.08
[3] Nielsen TNS 52 wks to 23rd March 2008
[4] Nielsen latest 52 weeks value sales growth 05.07.08
[5] Nielsen Scantrack 52 w/e March 22 2008
[6] Nielsen and IRI data 2008>
