Tropicana

The introduction of Tropicana Smoothie allows PepsiCo to launch a two-pronged attack in the sector. Tropicana Smoothie occupies the same premium ground as Innocent, while the PJs brand has been re-launched in the price-conscious end of the sector.

Tropicana managing director Mary Barnard says: “The smoothies sector is the fastest-growing in the soft drinks market and now consumers are looking for a name they trust to offer great choice in the chiller cabinet.

“We believe,” she says, “this sector of the market could be worth £300m in just two years' time so retailers need to review their soft drinks range now to ensure they are offering the types of products and brands their shoppers expect to find.”

Tropicana Smoothie has been launched in five flavours – Strawberry & Banana, Mango, Passionfruit & Pineapple, Blackberry & Blueberry, Raspberry & Pomegranate and Apple, Pear & Cranberry. The brand extension is packaged in
1-litre cartons and 250ml bottles, with respective recommended retail prices of £2.99 and £1.79.

Total Tropicana sales grew by 10.1% last year, with only Coca-Cola, Lucozade and Robinsons being bigger soft drinks brands and it has come a long way since its UK launch in the early 1990s and the creation of the not from concentrate (NFC) fruit juice sector.

Tropicana says the NFC sector – and Tropicana in particular – has seen a great deal of innovation as the “health and wellness agenda” has grown in importance. Last year, 48% of UK households brought an NFC fruit juice.

Jenni Dill, marketing director on Tropicana, says Tropicana has trebled in size in the last three years and in chilled juices the brand is now three times the size of its nearest rival.

New product development is on the agenda at Tropicana and the smoothie launch is expected to be followed shortly by more new initiatives.

As a result, says Dill, Tropicana plans to double the value of its chilled juice business within the next three years.

2007 £245.9m
2006 £223.3m
yoy change 10.1%