Tropicana is strengthening its juice line-up with three new launches as category and shopper trends are shaking up the food and drink industry. Shoppers are increasingly in search of exciting drink options that offer more than just great taste, with more demand for products that can bring some excitement to ordinary occasions, as well as many consumers are after options that can help them manage their health holistically.
Already the number one chilled fruit juice brand [1], Tropicana is ideally placed to grow the chilled juice category even futher with its innovative new launches: Tropicana+ Fuel For Thought[2] and the two new flavour additions to its Sensations range.
Tropicana+ Fuel For Thought aims to widen the brand’s appeal with younger consumers by tapping into their desire for delicious and healthy ‘pick me ups’. 44% of millennials express feeling stressed or anxious all or most of the time[3], and conversations around beverages that help support mental focus are up +16% YOY[4]. However there is a gap within the chilled fruit juice category for products that contribute to supporting mental focus. With added B3 and B6 vitamins to help consumers stay focussed, Tropicana + Fuel For Thought will be the first in the chilled juice category to satisfy this growing trend and has already been very well reviewed by consumers, with 91% interested in trying it [5].
Tropicana is also expanding its portfolio to drive juice consumption beyond mornings with the launch of two new products within its Tropicana Sensations range. Available in two new flavours – Raspberry & Mango Sunset and Passionfruit Punch – the range has been designed to tap into the growth of chilled juice consumption outside of breakfast, a trend which has been accelerated by the impact of global health pandemic and working from home. With shoppers now spending more on juice for rest of day occasions versus at breakfast time[6], the new exotic flavours are perfectly positioned to support this trend and make meal times feel a little extra special.
Caroline Wilding, Head of Marketing, Juices UK at Tropicana Brands Group, comments: “We know that rest of day juice occasions are growing faster than Breakfast, and consumers are looking for more variety in their drink options. Because of this, we are developing exciting flavour recipes which will move the chilled fruit juice category beyond breakfast, giving consumers delicious new flavour combinations that do not compromise on enjoyment or health benefits they need throughout the day.”
Each launch will be supported by a £1.5M media investment spanning digital and shopper marketing. From the end of March, new Tropicana Sensations flavours will be available across grocery channels in 850ml carton at an MRSP of £2.75 while Tropicana+ Fuel For Thought will roll out in a 750ml bottle formats at an MSRP of £2.99
[1] Nielsen Total Coverage data YTD 15.08.20
[2] To support the claim that Fuel For Thought helps keep you focused, the product contains vitamins B3, B6 and B12 which support normal psychological function. Normal psychological function includes cognitive aspects of brain function, which includes things like attention, learning etc i.e. focus.
[3] https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-millennial-survey-mental-health-whitepaper.pdf
[4] Black Swan Trendscope Data Dec 2021
[5] Ada Concept Test n=2550, Feb 2020
[6] Kantar Usage, Total Chilled Juice Occasions, 52 w/e 03 Oct 21
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