Brand owner PepsiCo may have described international sales of Tropican as flat, but channel marketing controller Christian Jones says 2002 was a good year for the brand in the UK.
"Latest figures show the brand is now worth £103.5m, up 8.1% year-on-year and with a 33.3% value share of the chilled fruit juice and juice drinks market," he says.
Jones says Tropicana is the fourth fastest growing grocery brand in the UK and that its category management team contributes to that success by working to boost the impact of marketing initiatives such as last year's Sunshine Tour sampling campaign.
The programme lifted sales volumes by 30% during the following month and a repeat performance is planned this year in stores and at major UK shows. A sampling campaign and on-pack promotion is also planned for Tropicana Tropics this year.
Aside from such campaigns, the category management team also works with retailers to boost sales through efficient positioning, says Jones. "A switch towards better for you' premium products offers a massive incentive for retailers to develop chiller cabinets as consumers look for healthier alternatives to carbonates."
He adds: "For retailers unable to keep expanding their chilled juice space in line with category growth, it is even more important to make sure the space they have is working as hard as possible.
"This means allocating the right space to each segment in the category and to the right lines."