Tropicana, the UK's No.1 juice brand*, is set to refresh the smoothie category with a new 750ml pack format, due to be rolled out across the trade from mid April at a £1.99 price point.

By identifying key barriers to consumption and targeting smaller, one and two person households, currently accounting for over 50% of category spend**, Tropicana expects to drive consumers back into the smoothie category and reinvigorate smoothie sales.

Adrian Baty, Tropicana Marketing Manager, says; "Consumers have increasingly been seeking out products that still offer great quality at an accessible price. Our new 750ml offering provides a much more accessible and appropriate price point that will excite our target consumer and deliver excellent value.

Tropicana Smoothies, a range of expertly blended pure fruit smoothies, grew to £17m in its first year*** with 72% of sales incremental to the category****. By bringing the recommended selling price in line with Tropicana Pure Premium, we can cross promote across the whole portfolio, encourage consumers to extend their repertoire and drive further sales, capitalising on Tropicana's reputation and impressive household penetration (29.1%)."

The Tropicana brand will be supported throughout 2009 with a 'multi-million pound marketing campaign including a substantial 'Food Lovers Loyalty Programme'. The exciting campaign offers consumers a vast selection of foodie experiences including; cookery courses, good food guides and the opportunity to dine out at over 700 top UK restaurants for as little as £10.

A media first partnership has also been brokered with Channel 4 which includes exclusive adverts for Tropicana Pure Premium, a branded microsite in association with Channel4.com/food and hospitality activity at Channel 4's Taste Festivals throughout June and July.

* All stats unless otherwise stated AC Nielsen 03.01.09
** Flamingo TNS research December 2008
*** AC Nielsen Scantrack MAT 21.02.09
**** Dunhumby 26 weeks Oct 08