PepsiCo is rebranding its Tropicana Essentials range, with the launch of Tropicana +, to help retailers meet the growing demand for healthier alternatives.

Tropicana + is available from September in four flavours: Vitamin Victory, Berry Boost, Power Punch and Viva Vitality in 750ml formats, with an RRP of £2.99. Berry Boost will be available in a 300ml format, with an RRP of £1.99.

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Vitamin Victory is a mixture of orange, mango, apple and tropical fruits, containing added vitamins to support the immune system. Berry Boost contains apple, raspberry and acerola cherry and vitamin C to also help support the immune system.

The new Power Punch flavour uses apple, passion fruit, pineapple, ginseng and magnesium, while the brand’s Viva Vitality has apple, banana, kiwi, spinach, pineapple and magnesium to help fight tiredness.

Undergoing a package refresh, using 50% recycled plastic, the supplier said each flavour will highlight its benefits to shoppers and use vibrant colours to encourage stand out on shelf.

The rebrand will be supported by a large media campaign, including video on demand, social media, in-store advertising, PoS and sampling activity.

Steven Hind, marketing director – juices at PepsiCo, said at a trade briefing earlier this week that Tropicana + is an opportunity for retailers to encourage trade-up, recommending that retailers stock all four flavours in prominent positions to attract a larger customer base.

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“Shoppers are looking for juices that contain added benefits, which is why the functional juice segment is currently performing at 25% growth year on year,” he explains.  

“Each of the new Tropicana + flavours contain ingredients that provide clear functional benefits including vitamins and magnesium across the range.

“Having conducted extensive consumer research, we’re confident that the relaunch of our functional juice range will support the consumer demand, with clear communication on-pack and disruptive stand-out on shelf.”

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