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Tropicana on ‘getting back’ to its leadership role in a declining category
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Tropicana wants to “get back to its category leadership role” in juice, which has been in volume decline as it suffers from a lack of energy and investment in the sector.
The Tropicana Brand Group, consisting of smoothie brand Naked, apple juice brand Copella and its named brand Tropicana, is on a “turnaround journey” as it seeks to “realise the potential” of the category as well as its own brands.
