Tropicana Brands Group is leveraging its fruit expertise to shake up the better for you drinks category, as it announced two new additions to its portfolio: Tropicana Sparkling and Naked Natural Energy drinks.
These new drinks cater for consumers increasing desire for refreshing and energising beverages crafted from natural ingredients.
Tropicana Sparking
The new Tropicana Sparkling range is inspired by two of the best-selling flavours of Tropicana; Sparkling Zesty Orange and Tropicana Sparkling Tropical Twist and has over 2x the fruit content compared to the sparkling category average. It is made with real hand-picked fruits and only uses natural ingredients, making it the perfect lunchtime accompaniment.
Consumer insight showed that the number one benefit consumers were looking for from their drinks at lunchtime was ‘made with real fruit’, followed by low sugar and no additives, and within the testing, 86 per cent of participants claimed that Tropicana sparkling was better than other carbonated soft drinks.
Tropicana Sparkling aims to stand out by offering a quality, authentic fruit-driven option for consumers wanting something tastier than water, and more natural than other fizzy drinks.
Naked Energy
Leading functional smoothie brand Naked is set to shake up the market by introducing Naked Natural Energy, a natural energy drink option crafted with real fruit, natural caffeine, no added sugar and essential vitamins.
Penetration in the energy drink category is currently low at 21 per cent, as research reveals 80 per cent of consumers won’t buy into energy drinks because of concerns around price, health, artificial ingredients and high sugar content. Determined to break down these barriers, Naked Natural Energy provides a beverage option that perfectly meets consumers energy needs but in a more natural fruit-driven way, and consumers love it with 85 per cent purchase intent in consumer testing.
Both ranges are available in 250ml ambient cans and can be found across the convenience channel including WHSmith’s and Shell forecourts.
“Tropicana Brands Group have a portfolio of the best-known juices and smoothies in the UK, with over 7million brand buyers ready to explore new offerings in the category. With Naked, we are leveraging the brand’s fruit and functionality credentials to democratise the world of natural energy drinks, and with Tropicana, we are bringing genuine fruit expertise to the fruit sparkling category,” Elizabeth Ashdown at Tropicana Brand Group said.
“In both, we are better able to meet consumers demands for more natural, healthier drinks for their everyday on the go needs. This is a real pivot for our business, and we are investing significantly to grow our on-the-go portfolio to meet the needs of more consumers and shoppers. With an impulse first to launch strategy, we are investing in field sales, shopper marketing, a heavyweight sampling campaign and social programme. This significant investment underscores Tropicana's commitment to solidifying its position as a pioneer in the fruit-based beverage industry.”
