PepsiCo’s is scrapping its sparkling juice brand Tropicana Spirit less than nine months after it was launched. The move has come at the same time as the drinks company’s decision to pull its PJ Smoothies line.
Tropicana Spirit was launched in February this year, positioned as a healthy soft drink made of a blend of 70% juice and 30% sparkling water. It aimed to compete with brands such as AG Barr’s Orangina and Suso.
The launch was supported by a £5m integrated marketing campaign, including press, outdoor, sampling and direct marketing, created by DDB London.
A PepsiCo spokesman says: “Following a strategic review of our business, we have taken the decision to focus on our best selling lines. We will be rationalising our beverage portfolio and consequently retiring the Tropicana Spirit brand.”
PepsiCo’s decision to scrap PJ Smoothies followed Nestlé’s decision to pull its Boosted Smoothies brand, launched as a joint venture with Boost Juice Bars, in August (MW August 27).
A PepsiCo spokesman attributed the decision to pull PJ Smoothies as part of its strategy to focus on key brands.
An industry insider says PepsiCo has recently been reviewing its marketing spend for some of its drinks brands, slashing budgets to focus on flagship brands such as Tropicana.