Leading chilled juice brand, Tropicana, is entering the ambient category with the introduction of its top three flavours (Smooth Orange, Original Orange and Apple) to long-life shelves in supermarkets, convenience stores and wholesalers.
The brand noted that the ambient juice category has seen sustained growth since the pandemic and is now worth £907m and growing 2.4 x faster than the chilled juice category. Among many factors, cost-of-living pressures have led to a change in consumer shopping habits, with customers turning to bulk buying and opting for shelf-stable options to help with budgeting.
Caroline Wilding, Head of Marketing, Juices UK at Tropicana Brands Group, commented: “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 enjoy the great quality and taste of Tropicana for longer and allow them to stock up on their favourite juice brand. For our retailers, we’re pleased to help grow the category and increase basket spend as shoppers trade up to the brand in the ambient aisle.
“Catering to the growing trend of bulk-buying demonstrates our 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 we have with our customers.”
