Tropicana is stepping into the from concentrate' category for the first time with the launch of a new range of chilled fruit juice drinks. The Tropicana Tropics range comes in three flavours: Tropical, Kiwi Passion and Orange Pineapple Mango (rsp: £1.69). Christian Jones, channel marketing controller at Tropicana UK, said Tropics would fill the gap in the market for a juice to drink during the day as opposed to just at breakfast. He claims Tropics will be a £30m sub brand by 2003. It was launched in Canada four years ago and is now a top 10 chilled fruit juice line. Jones said the range will have listings in the major multiples. And a £2.5m marketing campaign, including advertisings, sampling and PoS, will support the launch. A 330ml impulse sized bottle will be launched in June. {{MARKETING - P&P }}

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