• Tropicana is introducing a brand-new functional juice flavour to its Essentials range: ‘Energise’
  • The new addition follows on from an invigorated look across the ‘Essentials’ range, aimed towards younger shoppers
  • ‘Energise’ is already proving a hit with consumers, boasting a 90% purchase intent in early testing

Building on a successful expansion in 2019, Tropicana has announced the introduction of a new flavour to its popular Essentials line-up. ‘Energise’ offers shoppers a new delicious option, meeting the continued consumer demand for a juice with health and wellness benefits.

A tropical flavour with key ingredients being Pineapple, Passion Fruit, Banana and Ginseng, new flavour ‘Energise’ contains added magnesium to help fight tiredness, one of the main health and wellness benefits that shoppers are looking for[1]. The new flavour has already proved popular with consumers, boasting an impressive 90% purchase intent in early testing[2].

The release of Energise is part of a wider invigoration of the Essentials line-up. Exciting, modernised artwork has been introduced to attract younger shoppers to functional juices.

Caroline Wilding, Marketing Manager for Tropicana at PepsiCo, comments: “Only one third of British adults currently achieves their five portions of fruit & veg a day[3]. Juice drinkers are 70% more likely to achieve their five a day target[4]  and so, as the UK’s number one chilled juice brand[5], we can play a role in closing that gap.

“Since the launch of Tropicana Essentials, the range has continued to bring incremental shoppers to the category[6]. Functional juice is the fastest growing segment within chilled fruit juice and Tropicana Essentials has established itself as a beacon brand.”, adds Wilding.

[1] 360 Compass tool trends

[2] Consumer Use Test among 150 chilled juice drinkers in the UK, July 2019

[3] National Diet and Nutrition Survey: results from Years 7 to 8 of the rolling programme for 2012-2013 and 2013-2014. Public Health England. Published 11th April 2018.

[4] Benefits associated with consumption of fruit juice. An analysis of 4 years of data from the National Diet and Nutrition Survey 2008-2012. Sig-Nature Ltd. Nutrition Consultants. December 2014.

[5] Nielsen total coverage data, 52 WE 29.02.20

[6] Kantar data February 2018 to February 2020

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