Tropicana, a well-known household brand specializing in fruit juices, is making its way into the ambient juice category by introducing its top three flavours to long-life shelves in supermarkets, convenience stores, and wholesalers. This means that retailers can now offer customers the opportunity to buy their favorite Tropicana classic juice flavors in bulk and store them to enjoy later.
With 76.2% of chilled shoppers purchasing ambient juice, this launch provides retailers with the opportunity to trade up shoppers into a more premium household brand within the ambient aisle. Furthermore, the ambient juice category has seen sustained growth since the pandemic and is now worth £907m, growing 2.4 x faster than the chilled juice category. This growth can be attributed to several factors, such as cost-of-living pressures, leading consumers to change their shopping habits by opting for shelf-stable options to help with budgeting.
Previously, mainstream juice flavors in the ambient category were limited to From Concentrate offerings, primarily from Private Label, due to the lack of branded options in this category. Meanwhile, Not-From-Concentrate offerings within the ambient category were primarily niche flavors. However, with the entry of Tropicana into the ambient category, shoppers can now enjoy the great quality and taste of their favorite brand for longer.
Caroline Wilding, Head of Marketing, Juices UK at Tropicana Brands Group, notes, “It’s important we deliver products designed to meet the needs of both our retailers and their shoppers. The launch of Tropicana into the ambient category will allow shoppers to stock up on their favorite juice brand and increase basket spend as shoppers trade up to the brand in the ambient aisle.”
At Tropicana, catering to the growing trend of bulk-buying demonstrates their commitment to providing a wide range of products that satisfy evolving shopping habits, tastes, and consumption preferences. The NPDs are the latest expansion of Tropicana’s offering, and another step in cementing the well-rounded and strong connection they have with their customers.
Finally, Tropicana ambient comes in 850ml cartons and 250ml bottles, with the best-selling flavors being Smooth Orange, Original Orange, and Pressed Apple, and will be available in major retailers nationwide from mid-May.
