Tropicana has launched a new brand identity amid the launch of a new Tropicana Special start range and new drink flavours.
The juice manufacturer has refreshed its packaging designs, featuring new fruit graphics that reincorporate the brand’s iconic red and white straw image.
The rebranding marks Tropicana’s special start range which comprises of three 100% pure pressed fruit juices; Sanguinello Blood Orange, Pink Grapefruit and Pineapple.
Tropicana brand group marketing director Elizabeth Ashdown said: “Our fresh look represents an authentic evolution of Tropicana, embodying our 75 years of fruit expertise and craft.
“Tropicana isn’t just any juice, it is that juice, and this new design confidently and rightfully celebrates quality and taste difference. “
The FMCG rebranding also applies to its multivitamin range, in which it had added two new flavours in a bid to meet health-conscious consumers’ demand for ‘immunity boosting drinks’.
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Joining its existing flavour – Multivit Boost, Multifruit – Smooth Orange and Mixed Berries are now both available in 850ml cartons for RRSP £3.50, while Mixed Berries can be purchased in 330ml bottles for RRSP £1.90.
Ashdown added: “We understand that consumers are actively seeking healthier beverage choices to enhance their daily routines, placing a strong emphasis on prioritising their vitamin intake.
“Expanding upon the inherent health benefits associated with juice consumption, our newest additions to the Multivit Boost range will provide our customers with a juice option that tastes great and helps fulfil their daily nutritional requirements.”
The new launches follow a series of recent innovation at the beverage giant. Last month it unveiled two new ambient ranges exclusively in Tesco to drive category value growth and challenge private label market share, while late last year the popular chilled juice brand, expanded into the smoothie category with the launch of Tropicana Kids.
