PepsiCo aims to double share in fruit juice mkt

In tune with its plans to triple revenues in India after announcing a 500 million-dollar investment, global food and softdrinks major PepsiCo is relaunching the Tropicana brand aiming to double share in the estimated Rs 1,500 crore Indian branded fruit juice market.     

"The top-end branded juice market is growing around 15-20 per cent annually. Tropicana currently has around five per cent share in the Indian branded fruit juice market. We are looking at doubling our overall share in the fruit juice segment in two years," PepsiCo India Executive Director (Marketing) Punita Lal told PTI.     

The company has relaunched its Tropicana Premium Gold as Tropicana 100 per cent Fresh. It has two other fruit juice brands in the Indian market -- Tropicana Twister and Slice.     

Last month PepsiCo Chairperson and CEO Indra Nooyi had announced that the company would invest 500 million dollars in India over the next three years to triple revenues in the country with focus on healthy products.     

Lal said the company re-launched the Tropicana brand as part of a "journey to transform portfolio and offer more choices to satisfy each customer segment" in the estimated 80-million-cases-per-year Indian fruit juice market.     

"We are re-launching the brand as 'Tropicana 100 Per Cent Fresh' to highlight the brand's strength as a complete fruit juice devoid of any artificial colour, preservatives and sugar," she said.     

To push the brand, PepsiCo is looking for a new 360 degree campaign involving a change in packaging style, besides launch of a website, television commercial, print advertising and out-door campaign.     

The new Tropicana would be available in apple, orange and grape varieties with price range of Rs 80 (one litre pack) and Rs 18 (200 ml pack).