Tropicana the UK's No.1 premium juice brand[1] is bursting with exciting innovation designed to refresh the soft drinks category and to drive juicy retailer profits throughout 2009.
A new product range, a collection of tantalising new flavours and substantial marketing investment will ensure Tropicana maintains its market share (29.3%) and continues to outperform the not from concentrate category (+12%)[2].
Tropicana's new 'Gold Label Range' is a collection of the most indulgent juices created by expertly sourcing and blending the finest fruit. The new range will build on Tropicana's reputation for premium products and quality, meeting consumer demand for exceptional taste and value while catering for the evening home indulgence occasion.
Tropicana Gold Label will be available in four exotic flavours; 'Sanguinello Sicilian Blood Orange', 'Handpicked Raspberry, Wild Rosehip & Elderberry', 'Alphonso Mango, Pineapple & A Hint of Lime' and 'Valencia Orange & Crushed Raspberry', presented in appealing black and gold packaging to create maximum impact.
Enhancements to the existing Pure Premium core range will also see juice sales bear fruitful profits. Faster production, from tree to carton, guarantees Tropicana's freshest orange juices and 'best ever' taste, while new varieties will extend consumer choice.
Four unique flavour combinations; 'Passionfruit, Pear & Apple', 'Pineapple & Passionfruit', 'Mango, Peach & Papaya' and pure 'Pineapple' will also be added to Tropicana's core range further broadening its market leading Pure Premium portfolio.
David Johnston, General Manager, Tropicana says; "Tropicana is a beacon brand and a must stock for retailers as consumers look for products that deliver high quality, great value and more variety. Retailers can capitalise on the investment we're putting behind the brand by stocking a combination of Tropicana's best sellers and new varieties.
Over half of all chilled juice is consumed outside of breakfast time so it's important for retailers to be offering their customers a broad range of flavours in addition to orange. The introduction of the 'Gold Label' range and four exciting new flavours on Tropicana Pure Premium will provide retailers with increased sales opportunities throughout the day".
Tropicana is also refreshing its on-the-go offering with the launch of three exciting new varieties ; 'Orange & Mango', Mango, Peach & Papaya' and 'Passionfruit, Pear & Apple' which are expected to further grow Tropicana's impulse market share (54%)2, replicating the success of Tropicana Original and Tropicana Smooth, the 2 top selling juice lines in impulse3.
The new single-serve formats provide retailers with an opportunity to capitalise on consumer demand for natural and convenient refreshment on the go!
The brand will be supported with a multi-million pound marketing investment including an exciting new TV ad campaign highlighting the quality of Tropicana and its use of the finest ingredients. The ad will differentiate Tropicana from its competitors while reinforcing its market position - there's juice and there's Tropicana!
[1] All stats unless otherwise stated are AC Nielsen YTD 03.01.09
[2] AC Nielsen YTD W/E 29.11.08>
