PepsiCo?s fruit juice brand, Tropicana Premium Gold, will soon be rebranded as Tropicana 100%. Acknowledging that the non-carbonated beverage segment is growing at almost double the rate (20%) of the carbonated segment, Punita Lal, executive director (marketing), PepsiCo India, said, ?We are keen on expanding our health brand portfolio. The first step in that direction would be to communicate the health attributes of our brand more clearly to our customers.?
This implies that the Tropicana Premium Gold series, which is 100% fruit juice, will now be named as Tropicana 100%, while the name for Tropicana Premium (which is not 100% fruit juice) will remain unchanged. The company says India is a very important market for all Tropicana variants. ?The new packaging will hit the stands in a month?s time,? Lal informed.
Both Tropicana Premium Gold and Tropicana Premium come in tetrapaks of 1 litre and 200 ml, priced at Rs 80/litre and Rs 60-70/litre respectively. The fruit flavours include apple, grapes, sweet-orange, pineapple, mixed fruit, tango, among others.
The rebranding is being done to communicate to the customer that the aseptic, tetrapak is good enough to guarantee a long shelf life to the product even if it has no preservatives. ?Tropicana Premium Gold has zero preservatives, artificial colours or extra flavours, but I don?t think we were communicating that very clearly to our customers,? says Lal. ?We realised that our earlier branding was very confusing for the consumer,? she added.
