Chilled juice brand Tropicana, is entering the ambient juice category and introducing its top three flavours to long-life shelves.
The ambient range comprise Smooth Orange, Original Orange and Apple flavours, all of which will be available in 850ml plain cartons (RRP £2.99) or pricemarked at £2.75. In addition, Smooth orange will be available in a plain 250ml bottle (RRP £1.60), and both Smooth Orange and Apple will also come in a £1.25 PMP.
The ambient juice category has seen sustained growth since the pandemic and is now worth £907m and growing 2.4 x faster than the chilled juice category (Nielsen). Among many factors, cost-of-living pressures have led to a change in consumer shopping habits, with customers turning to bulk buying and opting for shelf stable options to help with budgeting.
Until now, Tropicana claims shoppers looking for mainstream juice flavours in the ambient category have had little choice but From Concentrate offerings, primarily from private label due to the lack of branded offerings in this category. Meanwhile, Not-From-Concentrate offerings within ambient have primarily been niche flavours.
The brand claims that this launch will meet an increased demand for quality branded offerings within the Not From Concentrate ambient category and allow shoppers to trade up into brand. Indeed, 76.2% of chilled not-from-concentrate shoppers already purchase ambient juice (Kantar), so this launch is a game changer for retailers with their shoppers now able to choose a value-add ambient range from the UK’s leading juice brand (Nielsen).
As with all Tropicana juices, the health benefits are clearly highlighted on the carton front. Within the new range, a 150ml glass counts as one of the recommended five a day, and does not contain added sugar.
Caroline Wilding, head of marketing, Juices UK at Tropicana brands group, said: “It’s important we deliver products designed to meet the needs of both our retailers and their shoppers. The launch of Tropicana into the ambient category will allow shoppers to enjoy the great quality and taste of Tropicana for longer and allow them to stock up on their favourite juice brand. For our retailers, we’re pleased to help grow the category and increase basket spend as shoppers trade up to the brand in the ambient aisle.
“Catering to the growing trend of bulk-buying demonstrates our commitment to providing a wide range of products that satisfy evolving shopping habits, tastes and consumption preferences. The NPDs are the latest expansion of Tropicana’s offering, and another step in cementing the well-rounded and strong connection we have with our customers.”
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