Tropicana gets functional with Essentials

Tropicana Essentials

Pepsico’s juice brand Tropicana has introduced a new range of functional juices named ‘Tropicana Essentials’.

Two 330ml variants are available to the impulse channel from this month: Vitality and Berry Boost. Both RSP at £1.99.

The packaging displays some of the fruits and vegetables used within each juice, as well as highlighting the functional benefits. These are:

  • Vitality: pineapple, apple, banana, white grape, kiwi and spinach – aims to help reduce tiredness and fatigue with vitamin C and magnesium
  • Berry Boost: grape, apple, raspberry, acerola cherry and blueberry – offers vitamin C-rich fruit to help protect cells from oxidative stress

The functional juices segment is experiencing growth of 21% and research shows that consumers are reporting increased interest in their health and wellness.

Shopper awareness of the launch will be driven by TV, social media, in-store sampling and influencer campaigns. Digital activity will be tailored to the times of day when consumers are likely to be looking for each of the functional benefits in the range.

Caroline Wilding, Marketing Manager for Juices at PepsiCo UK, said: “Functional juice is the fastest-growing segment within chilled fruit juice, but it is still a confusing place for consumers to shop. We’re confident that Tropicana Essentials will become a beacon brand to attract shoppers to the fixture and help them better understand what functional juices can offer.

“We see Tropicana Essentials as an incremental opportunity for retailers looking to make the most of their chilled fruit juice sales with a delicious, functional juice for their shoppers.”

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