Product Launch - INDIA: PepsiCo's Tropicana powder mix

By | 20 December 2012

Click through to view PepsiCos Tropicana powder mix

Click through to view PepsiCo's Tropicana powder mix

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PepsiCo's Tropicana powder mix  

Category - Soft drinks, powder

Available - “Launching soon”

Location - India, nation-wide

Price - INR10 (US$0.18) per single-serve sachet

Distribution - PepsiCo

PepsiCo is to launch a powered version of its Tropicana fruit juice across India to “fulfil the need gaps” for consumers in the country.

The Tropicana “fruit-based beverage mix” contains real fruit juice and is ready after mixing with water, PepsiCo said today (19 December). “The launch will help us drive accessibility and recruit more consumers into packaged juice/juice-beverages category and expand the franchise of Tropicana in India,” PepsiCo India's executive director for beverage marketing, Deepika Warrier, said.

Three flavours will be available - Mixed Fruit, Orange and Lemon.

Last month, PepsiCo moved to boost its profile in India with the sponsorship of cricket's Indian Premier League.

Show the press release

 

At PepsiCo, it is our constant endeavour to be at the forefront of innovation and diversify our portfolio with products that suits local tastes and preferences. Tropicana is the world’s number 1 juice brand and the market leader in the 100% juice category in India. To further leverage the strong brand equity of Tropicana, we are looking at expanding our portfolio with offerings that fulfil the need gaps for Indian consumers.

We are introducing a first time ever ‘fruit-based beverage mix’ under Tropicana. Tropicana powder mixes contain real fruit juice, without any artificial colour, flavours or added preservatives – redefining the powdered soft-drink category in India, where other products largely contain artificial flavours / colours and preservatives and other additives. Available as an easy-to-use fruit based powder mix, the launch offers convenience to the consumer of having a delicious glass  of juice based-drink at any time by simply adding water. As per TSR Murali, Executive Director - Technology, PepsiCo India, “Leveraging Tropicana’s global fruit expertize, we have developed a unique technology which is inspired by advanced drying technology largely preserving good taste  and allows us to convert fruit juices into easily soluble powder without added artificial preservatives.”

Deepika Warrier, Executive Director - Marketing (Beverages), PepsiCo India, “Tropicana is the World’s No. 1 Juice brand and the market leader in the 100% Juice Category in India. The launch will help us drive accessibility and recruit more consumers into packaged juice / juice-beverages category and expand the franchise of Tropicana in India.”

We are launching soon in select Indian markets. Available in single-serve sachets, priced at Rs. 10, Tropicana fruit based powder mix will be available in 3 delicious flavours – Mixed Fruit, Orange and Lemon.

 

Original source: Company Release

Expert analysis

The Future of the Hot Drinks Market in India, to 2016

Future of the Hot Drinks Market in India, to 2016 is the result of Canadean’s extensive market research covering the Hot Drinks market in India.

Sectors: Emerging markets – BRIC, Product launches, Soft drinks

Companies: PepsiCo, Tropicana

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