Tell us about the Tropicana Sensations flavours – why are you launching these at this time?
Fruit juice has traditionally been associated with breakfast occasions – however with an increase in the consumption of chilled fruit juice outside of this and a gap in the market for products that can be enjoyed throughout the day, we came up with two new Tropicana products: Sensations Passion Fruit Punch and Raspberry & Mango Sunset.
These expertly blended fruit juices have been created to make every meal a moment and enhance them with great taste and refreshment. They are also ideal for consumption during these warmer, sunnier months and bring a taste of the exotic to at home meal occasions.
Even better still, Tropicana Sensations Passionfruit Punch and Raspberry & Mango Sunset are made from the highest quality fruits and provide consumers with one of their five a day (per 150ml serving). They also contain Vitamin C and have no added sugar.
Do you see Tropicana Sensations’ new flavours as opening up the opportunity for ‘Rest of Day’ juice, meaning juices consumed after breakfast?
Absolutely! When people think of fruit juice, they often associate it with breakfast – but consumers are branching out and looking for different flavours that can be enjoyed throughout the day. Tropicana Sensations Passionfruit Punch and Raspberry & Mango Sunset bridge this gap and offer the variety and unique, flavourful options that customers are after.
Is the ‘Rest of Day’ opportunity in growth due to the working from home trend? How big is the ‘Rest of Day’ opportunity compared to the market for breakfast time market?
Whilst we saw the ‘Rest of Day’ trend accelerate during the pandemic with a rise in people working from home – the popularity of hybrid working has made this the norm. In fact, research from the Office for National Statistics found that 13% of people were hybrid working in February 2022, and this figure rose to 24% in May 20221.
The opportunity for growth in this category is huge, with shoppers now spending more on juice for rest of day occasions versus at breakfast time2. It is also worth noting that flavour preferences are different in rest of day occasions compared to breakfast, with consumers looking for alternative flavour options throughout the day – which is why we have created Sensations Passionfruit Punch, and Sensations, Raspberry & Mango Sunset.
Who is the target market for Tropicana+ Fuel for Thought?
Younger, health conscious consumers tend to look for delicious ‘pick me ups’ and healthy shortcuts to boost their day, and with added vitamins, that’s exactly what Tropicana+ Fuel For Thought is. With 44% of millennials expressing feeling stressed or anxious all or most of the time3, and conversations around beverages that help to support mental focus on the up by +16% (YOY)4 – we wanted to create a product that would help to cater to consumer’s need to help support their mental focus.
How does the drink help with mental focus?
It’s quite clever really; Tropicana+ Fuel for Thought recipe has been expertly developed with added B3 and B6 vitamins that will help consumers stay focussed.
We are so proud that Tropicana + Fuel For Thought will be the first in the chilled juice category to satisfy the growing trend for products that contribute to supporting mental focus – and we are confident that it will be well received by consumers. In fact, even before the launch, 91% of people asked said they would be interested in trying it before it hit the shelves5.
How will the new launches be supported?
Since its launch, we have been advertising Tropicana+ Fuel for Thought across digital media, shopper marketing platforms and influencer channels to raise awareness of our new product – really driving home the message that as well as tasting delicious, this product also offers the additional benefit of supporting mental focus.
From July, we will also be rolling out our campaign for Sensations Passion Fruit Punch and Raspberry & Mango Sunset. As well as looking to drive awareness across digital channels and shopper marketing, we also have some exciting ideas up our sleeve to help bring these new flavours into households across the summer months – watch this space!
What pack formats will the new launches be available in?
Since March, Tropicana Sensations flavours have been available across grocery channels in 850ml cartons at an MRSP of £2.75 – and Tropicana+ Fuel for Thought has rolled out in 750ml bottle formats at an MSRP of £2.99.
What merchandising advice do you have for multiple retailers?
As with any product launch, visibility is key to maximising sales. Using secondary siting’s will give the products high visibility in-store and help to catch the eye of shoppers that haven’t visited the main fridge fixture – enticing them to pick up a product they may not have intended to buy. I would also suggest standout displays as these will further grab shoppers’ attention and make it easier for them to navigate the shelves.
Social media is also key to driving up awareness and purchases. Make sure to share information on new stock and the latest deals, as this will encourage consumers to visit the store to get their hands on products.
What trends are driving the juice market?
A key growth driver in the category is consumers’ desires for elevated experiences. As the cost of living continues to rise, cost-conscious consumers are going out less this summer, and instead are elevating their in-home festivities. With this comes an increase in demand for products that can bring some excitement to everyday, at-home occasions. Tropicana’s complete range of delicious juices answers this demand as consumers enjoy a glass with friends and family at home.
When it comes to chilled drink choices, consumers are looking for moments of reward that make them feel good, as well as giving them goodness. Our ambition as a brand is to offer uncompromising, great-tasting juices that enrich consumers’ everyday lives and help them feel like they are thriving.
How do you work with multiple retailers to grow sales?
At Tropicana, we are always looking for ways to help multiple retailers maximise sales in store. Shoppers can find Tropicana Sensations and Tropicana + Fuel For Thought featured within multibuy and cross category events to deliver additional visibility in store and drive consideration of juice beyond the breakfast occasion. We also continue to upscale our shopper activation with eye catching POS, offering aisle fins, sampling, and digital presence, to name a few – all keeping Tropicana top of the mind and driving sales in grocery.
Comments are closed.