Financial Daily from THE HINDU group of publications
Thursday, Jun 12, 2003
Financial Daily from THE HINDU group of publications Thursday, Jun 12, 2003 |
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Marketing
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Strategy More flavours expected under Tropicana Our Bureau
NEW DELHI, June 11 PEPSI Foods plans to introduce a series of juices blends from fruit such as kiwi, passion fruit, strawberry and pineapple under Tropicana, its 100 per cent juice brand. "We are exploring various options under this segment," Mr Subroto Chattopadhyay, Executive Director (New Business), Pepsi Foods, said here today. The company is also mulling the introduction of one of its popular brands from its global portfolio, Twister. Twister juice beverages are available under a series of variants such as apple berry blackout, blue raspberry rush, cherry raspberry rampage, and cranberry raspberry strawberry. Pepsi Foods expects that Tropicana, which broke even last year, will clock first-time profits in the current year. The company is hopeful that its packaging, and health and nutrition fortification efforts for Tropicana will lead to faster growth. According to the company, one 250-ml glass of Tropicana juice contains the recommended daily intake of vitamin C, calcium, potassium and folic acid. Mr Chattopadhyay added that the company was also exploring fresh glass packaging formats for its juice brands. New variants are also being worked out for Slice, PepsiCo's juice drink brand. Tropicana is the world's leading juice brand. In India, Tropicana juices are available under two series - Premium Gold in orange, apple and grape variants, and Season's Best in sweet orange, pineapple and mixed fruit flavours. The 100 per cent juice market is estimated at Rs 150 crore, and is split more or less evenly between Tropicana and Dabur's Real. Mr Chattopadhyay added that there would be no change in prices of Tropicana. A 1-litre Tropicana orange juice pack, for example, is priced at Rs 72. Tropicana juices are processed at Dynamix Dairy in Baramati, near Pune.
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