16 (17) Tropicana
Sales: £284.6m +4.2%
What a difference a year makes. Twelve months ago, Tropicana’s value sales were down 10% as the explosive growth of Innocent’s juices took its toll. Now look at it.
The brand has low-calorie extension Trop50, launched in January 2013, to thank for much of the growth. With the category catching flak from the anti-sugar brigade, PepsiCo broke out the stevia to create a drink offering just 50% of the sugar and calories of standard juice. The company claims Trop50 has succeeded in attracting new shoppers to the category while driving purchase frequency among existing juice drinkers.
The NPD hasn’t ended there. PepsiCo is looking to tap into the booming energy drinks market with Tropicana Energy, a blend of juices with guarana, naturally sourced caffeine and vitamins. It rolled out on a trial basis late last year in Tesco, and PepsiCo is now considering a national rollout.
Tropicana’s marketers have been as busy as its R&D team, launching its biggest-ever campaign last May to promote its single-serve range and to boost on-the-go sales. Activity included TV ads, a takeover of London train stations and an on-pack promo offering the chance to win £5.
This helped distribution of single-serve lines grow in 2013, while Trop50 has also made distribution gains, says PepsiCo.
The brand saw in the new year with a new push: the Resolution Rescue Twitter campaign for Trop50, encouraging us all to stick to our new year vows, started in January, and this month PepsiCo rolled out lemon & lime and apple & blackcurrant juices.
See the complete list of Britain’s 100 Biggest Grocery Brands.
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