Tropicana has made its first steps into the ambient juice category with the release of long-life versions of its core chilled range.

The new launches include 250ml bottles and 850ml cartons of Smooth Orange, Original Orange (not available in 250ml) and Pressed Apple varieties.

The 850ml packs are either available in a plain format with a £2.99 RRP or as a £2.75 price-marked pack. Meanwhile, Smooth Orange is available in a 250ml bottle with an RRP of £1.60, or a £1.25 PMP alongside Apple.

Their release comes as the ambient juice category has grown to be worth £907m, growing 2.4 times faster than the chilled juice category.

According to the supplier, this is due to cost-of-living pressures making shoppers turn to bulk buying and shelf stable options to help with budgeting.

Tropicana targets breakfast and beyond with new Strawberry & Banana and Pineapple & Pink Guava Crush varieties

It added that the new range presented a strong value-add opportunity, as there are currently very few branded not-from-concentrate ambient offerings in popular flavours, and 76.2% of chilled not-from-concentrate juice shoppers already purchase ambient juice.

Caroline Wilding, head of marketing, Juices UK at Tropicana Brands Group, said: “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.”

Read more product news