• Marking a first for the nation’s number 1 chilled juice brand, Tropicana has entered the ambient juice category with the release of long-life versions of its classic fruit juice range.
  • With 76.2% of chilled shoppers already buying ambient juice, the launch provides retailers with the opportunity to trade shoppers up into a more premium household brand within the ambient aisle.
  • The new launches include 250ml bottles and 850ml cartons of Smooth Orange, Original Orange and Apple flavours.
  • Available in major retailers nationwide from mid-May.

The UK’s number one chilled juice brand[1], Tropicana, is entering the ambient juice category and introducing its top three[2] flavours to long-life shelves in supermarkets, convenience stores and wholesalers. Retailers will now be able to stock best-selling flavours from Tropicana’s classic juice range for their customers to bulk buy and store to enjoy later. The new ambient range will consist of the top performing flavours of Smooth Orange, Original Orange and Apple.

The ambient juice category has seen sustained growth since the pandemic and is now worth £907M[3] and growing 2.4 x faster than the chilled juice category. Among many factors, cost-of-living pressures have led to a change in consumer shopping habits, with customers turning to bulk buying and opting for shelf stable options to help with budgeting.

Until now, shoppers looking for mainstream juice flavours in the ambient category have had little choice but From Concentrate offerings, primarily from Private Label due to the lack of branded offerings in this category. Meanwhile, Not-From-Concentrate offerings within ambient have primarily been niche flavours.

This launch will meet an increased demand for quality branded offerings within the Not From Concentrate ambient category and allow shoppers to trade up into brand. Indeed, 76.2%[4] of chilled not-from-concentrate shoppers already purchase ambient juice, so this launch is a game changer for retailers with their shoppers now able to choose a value-add ambient range from the UK’s most loved juice brand.

As with all Tropicana juices, the health benefits are clearly highlighted on the carton front, meaning consumers are drawn to the goodness the juices can provide for the family. Within the new range, a 150ml glass counts as one of the recommended five a day, and does not contain added sugar, like all fruit juices. 

Caroline Wilding, Head of Marketing, Juices UK at Tropicana Brands Group, comments: “It’s important we deliver products designed to meet the needs of both our retailers and their shoppers. The launch of Tropicana into the ambient category will allow shoppers to enjoy the great quality and taste of Tropicana for longer and allow them to stock up on their favourite juice brand. For our retailers, we’re pleased to help grow the category and increase basket spend as shoppers trade up to the brand in the ambient aisle. 

“Catering to the growing trend of bulk-buying demonstrates our commitment to providing a wide range of products that satisfy evolving shopping habits, tastes and consumption preferences. The NPDs are the latest expansion of Tropicana’s offering, and another step in cementing the well-rounded and strong connection we have with our customers.”

[1] Nielsen Total Coverage data YTD 15.08.20

[2] Nielsen Scantrack |Tropicana Fruit Juices | 52 weeks 08.04.23

[3] Nielsen RSV WE 27.09.22 Kantar Usage Panel

[4] Source- Kantar | Worldpanel Division | Take Home Purchase data | Chilled NFC Apple juice | 52 w/e 19th Mar 23

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