PepsiCo's Tropicana unit juices up its offerings

Aug. 8, 2006

Tropicana Products, Inc., a division of PepsiCo, Inc., announced Aug. 8 it is going beyond the juice aisle into the produce section with the introduction of Tropicana Pure, a new line of 100 percent fruit juices. Building on Tropicana's leadership position in the juice segment, Tropicana Pure goes beyond breakfast and debuts in four nutrient-rich blends that showcase the taste of pure fruit in striking, clear one-liter bottles. The four varieties include: Pomegranate Blueberry, Mango Orange, Triple Berry and Valencia Orange.

"We've been Starbucked and Paneraed," said Jim McGinnis, vice president of marketing for Tropicana. "That means consumers across many categories are trading up to higher quality and better taste, and Tropicana Pure will provide that enhanced juice experience."

With no added sugar or artificial flavors, Tropicana Pure 100 percent fruit juices can be found among their fresh fruit counterparts in the produce section. Suggested retail price is $3.79 per one-liter bottle.

"Tropicana Pure is the first leading brand to enter the super-premium juice category, one of the fastest growing categories in the produce section," said McGinnis. "Research shows that a trusted brand like Tropicana will bring new consumers to the category, only further fueling its growth."

"Growth in juices, even though it's small, is occurring outside the breakfast day part," said industry analyst Harry Balzer, vice president at NPD Group. "There is potential in other day parts where we also have beverages that now can be juice."

Tropicana Pure is available beginning this summer in the produce section at select grocery stores throughout the U.S. For more information, visit

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