Tropicana launches long-life classic juice range

Leading chilled juice brand Tropicana is entering the ambient juice category, introducing its top three flavours - Smooth Orange, Original Orange and Apple - to long-life shelves in supermarkets, convenience stores and wholesalers.

Retailers will now be able to stock best-selling flavours from Tropicana’s classic juice range for their customers to bulk buy and store to enjoy later.

The ambient juice category has seen sustained growth since the pandemic and is now worth £907 million and growing 2.4 times faster than the chilled juice category. Among many factors, cost-of-living pressures have led to a change in consumer shopping habits, with customers turning to bulk buying and opting for shelf stable options to help with budgeting.

Tropicana said shoppers looking for mainstream juice flavours in the ambient category have had little choice but From Concentrate offerings until now, primarily from private label due to the lack of branded offerings in this category. Meanwhile, Not-From-Concentrate offerings within ambient have primarily been niche flavours.

The brand said the new launch will meet an increased demand for quality branded offerings within the Not From Concentrate ambient category and allow shoppers to trade up into brand.

As 76.2 per cent of chilled not-from-concentrate shoppers already purchase ambient juice, this launch is expected to be a game changer for retailers with shoppers now able to choose a value-add ambient range from one of the UK’s most loved juice brands.

As with all Tropicana juices, the health benefits are clearly highlighted on the carton front, meaning consumers are drawn to the goodness the juices can provide for the family. Within the new range, a 150ml glass counts as one of the recommended five a day, and does not contain added sugar, like all fruit juices.

“It’s important we deliver products designed to meet the needs of both our retailers and their shoppers,” Caroline Wilding, head of marketing, juices UK at Tropicana Brands Group, commented.

“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.

“The NPDs are the latest expansion of Tropicana’s offering, and another step in cementing the well-rounded and strong connection we have with our customers.”

The three best-selling flavours can be found in the below formats including price mark packs, giving shoppers more choice whilst at the fixture for a premium, branded offering in a space dominated by private label.

850ml, £2.99

• Smooth Orange
• Original Orange
• Apple

250ml, £1.60

• Smooth Orange

PMP 850ml, £2.75

• Smooth Orange
• Original Orange
• Apple

PMP 250ml, £1.25

• Smooth Orange
• Apple