Tropicana UK Ltd Dorset House Regent Park Kingston Road Leatherhead Surrey KT22 7PL Fax: 01372 824 201 E-mail: tropicanauk@tropicana.com Key brands - Tropicana Orange Original 1 litre, 1.75 litre - Tropicana Orange Smooth Style, 1 litre, 1.75 litre - Tropicana Golden Grapefruit 1.75 litre, 1 litre - Tropicana Calcium, 1 litre - Tropicana Multivitamins, 1 litre - Copella Apple, 1 litre - Copella Apple & Elderflower 1 litre Many consumers would prefer to reach for the juice carton than pop pills, according to a recent Gallup survey commissioned by Tropicana. The poll revealed that 70% of us want to take vitamin or mineral supplements in the form of a food or drink that we already enjoy, and, in response, Tropicana Pure Premium Calcium was launched as the first successful brand of orange juice with added calcium. Tropicana Multivitamins joins it on the shelves this month. One hundred per cent pure squeezed fruit juice, with nothing added and nothing taken away, Tropicana has positioned the brand to take advantage of the growing market for health conscious products. Naturally free of cholesterol, fat and sodium, with no added sugar it's a powerful offer for today's consumer. Whetting the appetite for juice Overall, fruit juices have been performing well in the soft drinks market, particularly chilled not from concentrate juices which continue to drive growth as more and more consumers opt for the product's superior quality, taste and health benefits. Among these, Tropicana rates as the UK's number one fruit juice brand. It revolutionised the chilled juice market with the launch of chilled, not from concentrate (NFC) back in 1991. Since then, the total chilled fruit juice market has more than doubled in value and in the last year alone experienced growth of 12.8% (ACNielsen). Prior to the launch of Tropicana, the UK chilled juice market was characterised by low consumer awareness of chilled juice, static sales and a domination of own label products with a small amount of freshly squeezed juices representing the gold standard. Tropicana created a whole new category now worth £135 million ­ just over 50% of the total chilled fruit juice market. Today, chilled juices have 35.3% household penetration with Tropicana Pure Premium dominating the NFC orange market with the latest MAT figures showing a 76.6% value share (ACNielsen). Innovation brings fresh look In the same way that Sunny Delight had a massive impact on the soft drinks sector, developing the kids' juice drinks market single-handedly in 1999, so innovation from Tropicana brought a ray of sunshine to the adult soft drinks sector, encouraging incremental growth with Tropicana Calcium, a calcium-fortified orange juice, and the development of the immediate consumption (ICB) range of single-serve PET bottles, designed to appeal to consumers on-the-go who want a healthy alternative to more traditional impulse-buy soft drinks. Such innovation will, the company believes, continue to drive sales in all markets, including home shopping. {{Z SUPPLEMENTS }}