Fruit juice specialist Tropicana is targeting its relaunched single serve range at the impulse sector this month. A £1m campaign includes outdoor advertising in the London area throughout July and August, as well as radio, on-pack promotions in September, sampling, in-store activity and PoS material. Tropicana is also adding new variants in single serve formats, as fruit juice maintains its form as one of the rising stars of the grocery aisles. Pure Premium Multivitamins, Tropics Tropical and Tropics Orange, Pineapple and Mango will all be available in a 330ml size, while the existing range of Pure Premium Orange and Smooth Style will move from 250ml and 375ml into the same size (rsp: 99p). Channel marketing controller Christian Jones said there was "massive potential" for premium fruit juice in the impulse sector. "Currently, fruit juice has a leading 31% share of the soft drinks market," he said. "But in immediate consumption the share is only 14%." Jones added that consumers wanted health-oriented beverages as much on the go as as they did at home. The company expects to increase sales to £24m in the next three years. It advised retailers to position the range next to other single serve products such as crisps and sandwiches. {{MARKETING - P&P }}

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