Tropicana is launching a new juice drink for children called Tropicana Go to challenge the “in transition” Sunny D brand in time for the summer.
The new product will be made up of 70 per cent juice and 30 per cent water and will contain added Vitamin C. It is likely to have a big marketing spend behind it to compete with established rivals such as Sunny D and Capri-Sun.
Tropicana is the UK’s leading branded fruit juice according to Mintel. Owner PepsiCo spent more than &£7m in 2005 introducing new packaging and a TV ad claiming it is New Yorkers’ favourite juice.
The soft drinks giant says that it wants to see the brand make inroads into the growing children’s market and hopes the new drink will attract parents looking for a healthier alternative for their families.
A retail source says: “PepsiCo will focus on the fact that Tropicana Go has a higher natural juice content than most children’s drinks. My understanding is that it is aimed at Sunny D’s market.”
The Sunny D team is working behind the scenes to reposition its brand and give a clearer message to parents about its content while improving the image and values behind the brand.