PepsiCo is launching Copella into multipacks for the first time to take advantage of a "significant opportunity" to trade people up from ambient from-concentrate juice.
Multipack juice accounts for only 4% of chilled juice sales compared with 44% for ambient juice [Nielsen MAT 30 October 2010] and the brand hopes it can entice consumers to switch from not-from-concentrate to pressed juice.
Both Copella English Apple and Apple & Elderflower will be available in multipacks of four single-serve wedges (rsp: £2.49) from 25 February.
The launch would target families on days out and lunchbox occasions, and hopefully attract new consumers to the category, PepsiCo added.
Copella's sales have risen 1.6% over the past year [The Grocer Top Products, 18 December 2010] and last summer it introduced a new Apple & Cherry variant
Multipack juice accounts for only 4% of chilled juice sales compared with 44% for ambient juice [Nielsen MAT 30 October 2010] and the brand hopes it can entice consumers to switch from not-from-concentrate to pressed juice.
Both Copella English Apple and Apple & Elderflower will be available in multipacks of four single-serve wedges (rsp: £2.49) from 25 February.
The launch would target families on days out and lunchbox occasions, and hopefully attract new consumers to the category, PepsiCo added.
Copella's sales have risen 1.6% over the past year [The Grocer Top Products, 18 December 2010] and last summer it introduced a new Apple & Cherry variant
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