PepsiCo has launched a range of fruit juices it hopes will tap into the growing demand for premium products in the US.

The US soft drinks giant said yesterday (8 August) that Tropicana Pure - a range of four juices - would attempt to move the Tropicana brand away from its associations with breakfast.

"Tropicana Pure is the first leading brand to enter the super premium juice category, one of the fastest growing categories in the produce section," said Jim McGinnis, vice president of marketing for Tropicana.

"Consumers across many categories are trading up to higher quality and better taste, and Tropicana Pure will provide that enhanced juice experience."

The range, including pomegranate blueberry, mango orange, triple berry and Valencia orange, will sell for around US$3.79.