Tropicana targets healthy consumers

07 March, 2008

Pepsi Co has extended its Tropicana range with a sparkling variant.

Tropicana Spirit is a blend of 70 per cent fruit juice and 30 per cent lightly sparkling mineral water. Each bottle contains one of the recommended

five-a-day fruit portions.

It will be available in three flavours - Orange & Mango, Blueberry & Blackberry and Lemon & Grapefruit. A £5 million marketing campaign will include press and outdoor ads, sampling, direct mail, promotions and PR support.

Managing director Mary Barnard said: "Consumers are increasingly looking to soft drinks with healthier, better-for-you credentials, but they also expect to find refreshing drinks when they're thirsty. Tropicana Spirit taps into both these consumer needs."

A 40cl bottle will retail for £1.29.




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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