February 20, 2013: Tropicana, the world’s number 1*juice brand, known for its great tasting juices and fruit beverages has brought to the Indian market an innovative product offering – Tropicana Fruit Powders that contain real fruit juice with no added preservatives, artificial colours or artificial flavours. This new revolutionary product is the first ever for Tropicana worldwide and builds on the strong equity of the brand in India.
Inspired by the traditional technique of drying and preserving, PepsiCo’s research and development expertise has enabled the conversion of fruit juice into powder while retaining its great taste. Easy-to-use, the fruit based powder mixes enable the consumer to have a refreshing and delicious glass of a juice based drink anytime by simply adding chilled water.
Available in three tantalizing flavours – Mixed Fruit (containing juice of 7 fruits), Juicy Orange and Refreshing Lemon, the fruit powders are packed with great fruit taste and convenience of consumption. Tropicana fruit powders will be available in Mumbai, Pune, Chennai and Bangalore and will be supported with aggressive visibility and a robust marketing mix. Priced at Rs 10(inclusive of all taxes), Tropicana Fruit powders are available in single serve sachets that can make a glass of 180 ml.
Homi Battiwalla, Senior Director – Marketing (Colas, Juices & Hydration), PepsiCo India said, “With this new and innovative launch of Tropicana Fruit Powders, we are looking at expanding and diversifying our portfolio with offerings that fulfil the need gaps for Indian consumers, basis their local tastes and preferences. With this launch, we hope to drive accessibility and recruit more consumers into the packaged juice / juice-beverages category which will help us expand the franchise of Tropicana in India.”
“Leveraging Tropicana’s global fruit expertise, we have developed a unique technology to convert fruits juices into a soluble powder without any added preservatives. Tropicana Fruit Powders contain real fruit juice and the best part about them is that they do not contain any artificial flavours or artificial colours”, he further added.
As part of the activation, consumers will be informed about the goodness of the new fruit powder vs other artificial powders in the powdered beverage category. This will be supported by aggressive sampling at retail outlets to give consumers a taste of the new product.
*(as per Euromonitor 2011)
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in
For further details, please contact:
Karishma Kataria | Sophia Christina Nitin Yadav
Genesis Burson-Marsteller PepsiCo India
+91 9711209880 | +91 9999161478 +91 9811278920