Tropicana has unveiled Tropicana Lean – a brand-new range of juice drinks containing 40% less sugar and 40% less calories – and relaunched its Tropicana+ functional juices.
The Tropicana Lean range rolls out in three flavours: Citrus Fruit, Mixed Berries and Tropical Fruit. All are available in 900ml bottles made from 100% recycled plastic (RSP £2.75).
The 900ml pack size is aimed at families and is intended to be shared at breakfast.
The launch addresses the issue of sugar content – a key reason why shoppers, particularly those with families, leave the chilled juice category.
The brand has also overhauled its functional juice range, giving packs a new design which highlights the functional benefits to shoppers more clearly. The new bottles are made using 50% recycled plastic, while the recipes have also been updated.
Flavours include Vitamin Victory, Berry Boost, Power Punch and Viva Vitality. All four are available in 750ml packs (RSP £2.99). Berry Boost is also available in a 300ml format (RSP £1.99).
The updated Tropicana+ range will be supported by a media campaign later this year. Using the tagline ‘Juice For A Boost,’ the campaign will target younger shoppers, and will consist of video on demand, social media, in-store advertising and sampling activity.
