Tropicana Turns to Carrots to Juice Sales

by Nate Wooley | December 17, 2012 8:53 am

[1]Tropicana, famous for its orange juices, is set to roll out a veggie juice line in 2013.

Owned by Pepsi (NYSE:PEP[2]), the juice maker will bring its Farmstand line to Walmart (NYSE:WMT[3]) later this month and to other retailers early next year, the Associated Press reports[4]. The juice is a fruit-and-vegetable drink that provides a more complete mix of vitamins with about the same amount of calories and sugar that the company’s orange juice does.

The new juice comes as a response to Campbell Soup‘s (NYSE:CPB[5]) V-8 drink, V-Fusion. The success of V-Fusion, combined with a decline in fruit-juice consumption of 6% over the last five years, gave Tropicana the incentive to bring out the new line of mixed juices.

The first three Farmstand flavors are strawberry banana, peach mango and pomegranate blueberry. While the vegetable content is being deemphazised at launch, that’s part of the mix. Combined with the fruits are beets, sweet potatoes and yellow and orange carrots. Other veggies that were considered, and may be included in later flavors, were cucumbers, zucchinis, tomatoes and purple carrots.

Tropicana is committing more than $20 million to market the new juices. The campaign’s tagline is “Turn Your Kids Into Veggie Lovers.”

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