PepsiCo is determined to wrest market share from Innocent in the booming smoothies category with its new premium Tropicana Smoothie range.
The five-strong range of Tropicana smoothies launched last month are now being promoted heavily and the activity is reflected in this week's Promotrack survey of activity in juices and smoothies.
The brand has moved ahead of Innocent in the year-to-date branded activity chart for the top five juices and smoothies, and last weekend took first place with 38% of offers. It favoured x-for-y and was on promotion in all retailers bar Morrisons.
Capri-Sun led the way in ambient juices last weekend with 31% of offers, which put it in second place. It favoured x-for-y and offers were captured in Tesco and Sainsbury.
Eighteen percentage points behind in third place was Britvic's J2O with 13% of activity. Morrisons and Sainsbury's both gave secondary space to the brand using x-for-y.
Sunny D was in fourth place with 7% of space and was on offer in Morrisons using the 'save' mechanic. In fifth place with 5% of activity, Britvic 55 was promoted in Sainsbury's using the x-for-y mechanic.
Though Tropicana raised its game at the weekend, Capri-Sun is in the lead in the 2008 year-to-date chart with 38% of activity, up 12 points on 2007. However, Tropicana has moved up five points to snatch second position from Innocent.
The latter currently sits in third place overall in 2008, with just 13% of combined juice & smoothie promotions, having dropped nine points and one place from its position at the end of 2007. But with only three months of the year gone there is still room for it to bounce back.
Ocean Spray sits in fourth place with 10% of activity, up from sixth place at the end of 2007. Two brands share joint fifth place: J20 and Copella with 7% each. J20 has dropped nine points and one position since the end of 2007, while Copella has moved up from 10th place.