Tropicana Fruit & Veg Mango Passionfruit Pumpkin 850ml

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Who: Tropicana

What: Essentials Mango, Passionfruit & Pumpkin

Where: Chilled fruit juices

When: Launched January 2015

How much: £2.20/850ml

Why: With health a key concern in the juice drinks market - and Tropicana’s stevia-sweetened Trop50 in decline - the brand this year looked to tap the trend in fruit and vegetable juice blends by expanding its Essentials line-up with three products: banana, strawberry & beetroot; pineapple, orange & carrot; and the variant tested here.

Consumer verdict: This Tropicana drink attained an overall score five points higher than the category average. Pumpkin has a sweet but quite subtle flavour, while the brand, pack and product description also made it look more tempting and mainstream. It was described by testers as smooth and thick, but remained easy to drink and “very refreshing”. Nearly three-quarters rated the taste above average, though scores dipped slightly among 18 to 34-year-olds, some of whom described the taste as artificial or “too rooty”. For most, however, this was better than expected and a third said they would recommend this product.

Pre-trial purchase: 44%

Post-trial purchase: 58%

Better than what’s out there: 59&

New and different: 87%

Overall score: 41/50

CMR Foodfax

What is Fast Foodfax?

It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information. Fast Foodfax is prepared by Cambridge Market Research, which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards. 

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