Tropicana aims to rejuvenate sales of its struggling 1-litre smoothies range by shrinking the pack size and slashing the price.
The PepsiCo brand is reducing the size of Tropicana Smoothies from one litre to 750ml and dropping the rsp from £2.99 to £1.99, though its 330ml bottles will remain the same. The new bottles will be rolled out across major retailers next month.
These changes would make the five-strong range more suitable to the one or two-person households most likely to buy smoothies, said Adrian Baty, marketing manager. PepsiCo research had shown the 1-litre size variants were too large for the smaller households driving category growth, he said, adding that the £1.99 tag would also be a "more accessible and appropriate price point" in the recession.
"This activity will provide Tropicana with the only 750ml smoothies," said Baty. "Our target smaller households will have a cracking product for the economic conditions."
It has been 12 months since PepsiCo launched its premium Tropicana Smoothies, but the five variants have suffered from the same sales decline that has blighted rival Innocent. Figures from Nielsen reveal smoothie sales have plummeted 28% to £150m and Baty admitted Tropicana's range had not escaped the downturn.
"Sales to date are in line with the market - a tough place to be - although the Tropicana portfolio is outperforming the market."
Support will be incorporated through Tropicana's new 12-month multimillion pound campaign, Love Food, that includes restaurant vouchers.
The PepsiCo brand is reducing the size of Tropicana Smoothies from one litre to 750ml and dropping the rsp from £2.99 to £1.99, though its 330ml bottles will remain the same. The new bottles will be rolled out across major retailers next month.
These changes would make the five-strong range more suitable to the one or two-person households most likely to buy smoothies, said Adrian Baty, marketing manager. PepsiCo research had shown the 1-litre size variants were too large for the smaller households driving category growth, he said, adding that the £1.99 tag would also be a "more accessible and appropriate price point" in the recession.
"This activity will provide Tropicana with the only 750ml smoothies," said Baty. "Our target smaller households will have a cracking product for the economic conditions."
It has been 12 months since PepsiCo launched its premium Tropicana Smoothies, but the five variants have suffered from the same sales decline that has blighted rival Innocent. Figures from Nielsen reveal smoothie sales have plummeted 28% to £150m and Baty admitted Tropicana's range had not escaped the downturn.
"Sales to date are in line with the market - a tough place to be - although the Tropicana portfolio is outperforming the market."
Support will be incorporated through Tropicana's new 12-month multimillion pound campaign, Love Food, that includes restaurant vouchers.
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