PepsiCo is taking its Tropicana brand into kids drinks for the first time with the launch of Tropicana Go!
The company claims the juices, which are 70% fruit juice and 30% water with added vitamin C, are the first mainstream kids juice drink with "no nasties whatsoever". They all have no added sugar, artificial sweeteners, flavours, colours or preservatives.
Tropicana is already a clear brand leader in the adult chilled fruit juice market and PepsiCo has earmarked a £5m support budget to push the kids range, including TV advertising and point-of-sale material.
The launch comes as the government reviews plans to ban 'junk' food and drinks from school vending machines and canteens, and it has been welcomed by juice buyers.
A spokesman for Asda, which plans to fill the gaps left by axing Sunny D (The Grocer, March 11, p61) with the new range, said the chain's shoppers were increasingly looking for healthier products and Tropicana Go!'s fruit content meant clear health credentials.
Launching early next month, the new range kicks off with Orange & Pear and Blackcurrant & Apple flavours in 1.25-litre (rsp: £1.49) and 200ml formats (49p). The products should be stored in the chiller but can be kept safely at ambient temperature for up to eight hours, making them suitable for kids' lunchboxes.
A multipack containing four 200ml bottles (£1.49) will also be available.
Mary Carmichael