New Tropicana flavours set to drive fruitful summer profits

Tuesday, 30 June 2009

Tropicana, the UK's No.1 premium juice brand, continues to drive innovation in the not from concentrate category (NFC), with the introduction of two tantalising new flavours set to drive retailer profits.

Handpicked Mandarin & Pressed White Grape is a delicious new addition to Tropicana's indulgent ‘Gold Label Range'. Bursting with sales potential it meets a gap in the UK market for a premium Mandarin product which when combined with white grape gives a uniquely refreshing citrus taste.

In addition Orange and Peach will be added to Tropicana's Pure Premium range. This great tasting flavour is expected to perform in line with Mango, Peach and Papaya which is currently Tropicana's best selling flavour.

New flavours have been the driving force behind growth (+10.6%), with this sector expanding at double the rate of the total NFC category. Tropicana is spearheading this, outperforming the NFC flavours market and contributing £3.84 million in growth to this category3.

David Johnston, Managing Director, Tropicana comments: "Consumers are increasingly looking for a greater choice of flavours to drink beyond breakfast.

"We are the best at blending fruit juices to create great tasting and innovative flavour variants and we continually invest in developing our portfolio.

"The new core flavours and Gold Label range launched earlier this year have contributed 40% and 35% of incremental sales respectively.

"These latest additions will provide retailers with an even greater opportunity to tap into this demand and drive further sales."

The new flavours will replace Tropicana Sanguinello which will be temporarily unavailable due to problems with supply quality. Sanguinello is made using the finest blood oranges from Sicily and a poor harvest this year has meant that there isn't enough high quality fruit needed to produce Sanguinello.

Tropicana is dedicated to producing the finest quality and best tasting juices and therefore has taken the decision to temporarily suspend production of Sanguinello juice until the supply of quality blood oranges is restored.

The Tropicana brand is currently being supported by a ‘Food Lovers Loyalty Programme' part of a considerable multi million pound marketing campaign which sees Tropicana linking up with Channel 4 in a media first partnership deal.

The deal 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.

Source: Pepsico

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