Tropicana has launched Tropicana Fresh & Light, a new range of juices containing 30% less sugar.
Available in Morning Orange, Crisp Apple and Tropical (rsps: from £2.75/850ml), Fresh & Light was developed in response to consumer demand for lower-sugar juices, according to Tropicana.
Selected SKUS are now available from Asda and Ocado, with the full lineup set to roll into Sainsbury’s, Spar, Nisa and Amazon Fresh from the end of April, and Morrisons and Tesco from early May.
“The juice category has seen a decline in shoppers due to the rising cost of fruit juice and concerns over sugar intake, so Tropicana has addressed those with the launch of Fresh & Light,” said Tropicana marketing manager Sophie Loveday-Davies.
Fresh & Light was “an affordable entry point to branded juices” and would offer “a healthy, refreshing option that won’t break the bank”, Loveday-Davies added.
The NPD is the latest attempt by Tropicana to revive its fortunes in grocery. The brand lost £22.1m on volumes down 17.1% in 2024 [NIQ 52 we 7 September 2024], following a £31.4m loss on volumes down 22.5% recorded in 2023 [NIQ 52 we 9 September 2023].
Last spring, it unveiled two new ambient juice ranges – Rise & Shine and Tropicana Fruit Sensation – as well as overhauling its packaging and adding a new Special Start range aimed at posher brunch occasions.
It also launched an integrated £3.5m marketing campaign, and hired former KP Snacks sales director Andy Riddle to be its new general manager.
In June, the brand regained listings in Co-op, having previously been ditched by the retailer in 2023.
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