Tropicana, the number-one chilled-fruit juice brand1 , is launching a brand-new range of juice drinks: Tropicana Lean – containing 40 per cent less sugar and 40 per cent fewer calories*. This new launch focusses on addressing sugar content, which is a key barrier for shoppers to purchasing food and drinks products, particularly shoppers with families2. The Tropicana Lean bottles will also be made using 100 per cent recycled plastic.
Available from the beginning of September, the Tropicana Lean range will be launched in three broadly appealing flavours packed with zest, flavour and fruitiness: Citrus Fruit, Mixed Berries and Tropical Fruit. All three flavours deliver the great taste of juice but with 40 per cent less sugar*.
Steven Hind, Marketing Director – Juices at PepsiCo, comments: “Taste is the one of the most important purchase drivers for juice3 as people seek pleasure and enjoyment. But we recognise there’s also a need to offer a wider product portfolio to meet changing shopper needs as 63.3 per cent of shoppers claim that they are trying to restrict their consumption of sugar4. The Tropicana Lean launch will appeal to those shoppers who are looking for delicious and convenient products, without having to worry about sugar content. Early testing of the range included exceptional results with over 80 per cent purchase intent”.5
Speaking about the 900ml format, he added: “We have seen a resurgence of take-home formats in the chilled fruit juice category as shoppers have turned to breakfasts at home with the family, with take home juice growing at +14 per cent6 during lockdown. Tropicana Lean is aimed at a family audience to share at the breakfast table, hence why we have decided to launch in a 900ml format.”
The new bottles form part of PepsiCo’s journey to make all of its packaging totally recyclable, compostable or biodegradable by 2025. Launching from early September, Tropicana Lean will be available in all three flavours across grocery, impulse and wholesale channels in 900ml format (RRP: £2.75).
*Compared to fruit juices on average[1] Nielsen Total Coverage data YTD 15.08.20
[2] Sugar is Brits’ second biggest nutritional concern | HealthFocus International Trend Study 2018, 503 UK respondents, aged 18-70. Biggest concern = Sat Fats
[3] Kantar Brand Mind Share Study 2019
[4] Kantar Take Home Shape of Britain Study Aug 2020
[5] Nielsen Quick Predict concept test, Dec 2019, N=207, PepsiCo R&D recipe validation, Dec 2019 and March 2020, N=125 per recipe
[6] Nielsen Data, total coverage, value % change vs YA of Take Home Chilled Fruit Juice during lockdown, WE 11.07.2020
