Tropicana is introducing a super-premium juice range with ‘evening appeal’ to cash in on the staying-in-is-the-new-going-out trend.

The Gold Label range, which is rolling out now, is being positioned as a luxury evening treat rather than a breakfast juice.

The juices will be available in four exotic flavours; sanguinello Sicilian blood orange; raspberry, wild rosehip & elderberry; Alphonso mango & pineapple with a hint of lime; and Valencia orange & crushed raspberry [2.49 per litre].

The range is presented in black and gold packaging to reinforce its premium positioning on shelf.

Four new flavour combinations will be added to Tropicana’s Pure Premium core range at the same time: passionfruit, pear & apple; pineapple & passionfruit; mango, peach & papaya; and pure pineapple.

“More than half of all chilled juice is consumed outside the breakfast occasion,” said David Johnston, general manager, Tropicana. “The introduction of the Gold Label range and the new Tropicana Pure Premium flavours will give retailers increased sales opportunities throughout the day, rather than cannibalise sales of our existing portfolio of regular juices.”

Tropicana is also refreshing its on-the-go offering with orange & mango; mango, peach & papaya; and passionfruit, pear & apple variants to further grow the brand’s 54% impulse market share [Nielsen].

A marketing push to support the NPD kicks off on 15 February, including a new TV campaign.