Tropicana quenches mums' thirst for a healthy kids drink
New healthy children's drinks brand, Tropicana Kids 100% juice, launched.
24 March 2009
Tropicana, the UK's No.1 juice brand*, is launching a new 100% pure juice offering, Tropicana Kids! while rebranding its popular children's range Tropicana Go! under the same label. This all natural range is set to quench mums' thirst for healthy children's drinks and capitalise on the £328 million category**.
The launch of Tropicana Kids 100% juice presents a huge incremental sales opportunity for retailers. By aligning the brand's natural credentials with its core range, Tropicana plans to capitalise on its 34% market penetration, targeting the 2.8 million brand loyal UK households with children who already purchase Tropicana Pure Premium***.
Pure juice is consumed by children 954 million times each year as part of the breakfast occasion**** Tropicana Kids! will cater for this opportunity and fulfil parents' desire for their kids to start the day with a healthy balanced breakfast. Providing 1 portion of the recommended 5 a day, Tropicana Kids! 100% Juice is also a healthy option for after school refreshment.
The new 1 litre juice drinks will be available in two popular kids flavours 'Strawberry and Raspberry' and 'Apple and Blackcurrant' (RRP £1.99). The '100% juice and nothing else' message communicated on pack will appeal to parents looking to give their kids a healthy but tasty drink from a brand name they already trust.
For a more thirst quenching on-the-go offering, Tropicana Go! has been rebranded Tropicana Kids!, a naturally refreshing blend of 70% pure juice, 30% water and absolutely nothing else. Available in a 200ml format, it's the ideal snack size for lunch boxes and come in three flavours; 'Orange and Pear', 'Apple' and 'Apple and Blackcurrant', to provide variety throughout the week.
Fun and creative packs have been designed to maximise on shelf standout and reinforce Tropicana Kids natural credentials. A series of animal characters will encourage kids to 'discover the natural world' with a range of educational features such as quizzes and fascinating facts that will engage parents and children alike.
Tropicana Kids! will be in-store from late April. The launch is being supported by a substantial marketing investment including PR, direct mail and on pack promotions. A new look, interactive Tropicana Kids! website will further support the launch and drive brand engagement; www.Tropicanakids.co.uk
* All stats unless otherwise stated AC Nielsen 03.01.09
** TNS data to November 2008
*** TNS data to November 2008
**** TNS 12/WE August 2008
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