Competition between Innocent and Tropicana is heating up in the chilled juice fixtures with a fresh raft of NPD aimed at kids.
Innocent has unveiled Innocent Kids Squeezies, a range of easy-tear 40ml tubes filled with crushed fruit that it claims is more a snack than a drink - although it will be located in the chilled juice aisle.
The tubes, which will be available in six-packs in two flavours: strawberries & raspberries and pineapples & mangoes, are expected to generate £2.5m in sales in the first year.
Mums would prefer Squeezies to other kids' tube products such as Frubes as they were free of dairy, sugar and additives, predicted Innocent.
There was no reason to think the range would cannibalise sales of the brand's existing kids' products, added commercial director Giles Brook.
"We expect Squeezies to be viewed as a fruit substitute, so don't expect them to effect sales of our smoothies and drinks," he said. "Kids is a huge market for Innocent this year and we will continue innovating and providing pester-power products to get kids eating healthier."
Meanwhile, PepsiCo-owned Tropicana is rebranding children's pure juice range Tropicana Go! under the name Tropicana Kids!, which the company claims will have more resonance with mums. Tropicana has retained the 200ml sports bottle from the Go! range and the orange & pear, apple and apple & blackcurrant flavours. However, the labelling has been updated with colourful animal imagery.
PepsiCo has also launched a new format for the Tropicana Kids! range - a one-litre juice drink carton in strawberry & raspberry and apple & blackcurrant flavours (rsp £1.99).
The whole new look range is rolling out now.
Marketing manager Adrian Baty denied Go! had failed to perform. "Go! launched three years ago and has had solid sales with solid support from retailers," he said. "We changed the name because Kids! will take the brand on a more intuitive journey."
Innocent has unveiled Innocent Kids Squeezies, a range of easy-tear 40ml tubes filled with crushed fruit that it claims is more a snack than a drink - although it will be located in the chilled juice aisle.
The tubes, which will be available in six-packs in two flavours: strawberries & raspberries and pineapples & mangoes, are expected to generate £2.5m in sales in the first year.
Mums would prefer Squeezies to other kids' tube products such as Frubes as they were free of dairy, sugar and additives, predicted Innocent.
There was no reason to think the range would cannibalise sales of the brand's existing kids' products, added commercial director Giles Brook.
"We expect Squeezies to be viewed as a fruit substitute, so don't expect them to effect sales of our smoothies and drinks," he said. "Kids is a huge market for Innocent this year and we will continue innovating and providing pester-power products to get kids eating healthier."
Meanwhile, PepsiCo-owned Tropicana is rebranding children's pure juice range Tropicana Go! under the name Tropicana Kids!, which the company claims will have more resonance with mums. Tropicana has retained the 200ml sports bottle from the Go! range and the orange & pear, apple and apple & blackcurrant flavours. However, the labelling has been updated with colourful animal imagery.
PepsiCo has also launched a new format for the Tropicana Kids! range - a one-litre juice drink carton in strawberry & raspberry and apple & blackcurrant flavours (rsp £1.99).
The whole new look range is rolling out now.
Marketing manager Adrian Baty denied Go! had failed to perform. "Go! launched three years ago and has had solid sales with solid support from retailers," he said. "We changed the name because Kids! will take the brand on a more intuitive journey."
No comments yet