Delicious new ‘Tropicana Essentials’ range taps into growing functional juices segment

Tropicana, the UK’s number one juice brand, is introducing an innovative new range of benefit-led juices named ‘Tropicana Essentials’. The launch offers shoppers delicious juice drinks which meet the desire for functional benefits too. The range features four flavours: ‘Inner Balance’, ‘Vitamin Power’, ‘Vitality’ and ‘Berry Boost’.

The functional juices segment is experiencing growth of +21% and research shows consumers are reporting increased interest in health and wellness. To help retailers address shoppers’ desire to manage their health, each variant of the Tropicana Essentials line-up reflects clear functional benefits but with no compromise on taste. Using delicious fruits and wholesome vegetables, feedback was fantastic during consumer testing and the flavours have broad appeal throughout the day.

Shopper awareness will be driven through an impactful marketing campaign, spanning TV, social media, in-store sampling and influencer partnerships. 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, keeping the products front of mind and driving footfall in stores.

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