Tropicana: Hot off the press
Tropicana has launched an ambient juice range to remove retailers’ barrier to purchase through the wholesale channel
Previously, for many wholesalers and their retail customers, chilled juice drinks have presented a challenge. Even when faced with the opportunity to stock products that tick the boxes as healthier options and from an instantly recognisable brand, the combination of short shelf life, complex logistics and risk of wastage have meant that some retailers have shied away from stocking them.
But, no more! Tropicana, the UK’s number one fruit juice brand, has been working to remove the barriers for the wholesale and retail channel with its ambient range.
“We recognised the very real and complex challenges for retailers, foodservice operatives and wholesalers, and we wanted to provide a solution that made life easier for everyone”, says Josh Sutton, wholesale and convenience channel controller, Tropicana.
“We know that in wholesale depots and in retail stores, chilled storage is limited and of course, the limited shelf life posed a very real obstacle.
“The ambient range delivers the great taste and quality you’d expect from Tropicana. Made with pure, not-from-concentrate, fruit juice of natural origin which has been handpicked, crucially, the range can be stored alongside other soft drinks in a store room.
“What was essential for us was that we eliminated all the barriers to purchase for retailers”, he says. “And, in doing so, still ensured the best taste and quality – which we’re delighted we’ve done.”
An added bonus is that it’s now much easier for retailers to shop in depot as the ambient range is stocked in the aisles alongside other soft drinks.
The ambient range includes Tropicana’s bestselling SKUs. Smooth Orange, Orange With Bits, and Pressed Apple flavours are available in 850ml take-home pricemarked packs, while Smooth Orange and Pressed Apple are also available in single-serve 250ml pricemarked packs – ideal for meal deals and on-the-go consumption.
“While other brands have moved away from pricemarked packs due to price inflation on juice, we’ve held it all year as we see it as our responsibility to always offer a pricemarked pack exclusively for the wholesale channel,” says Josh. “We know how important it is that consumers and retailers have confidence in the value of our brand.”
VALUABLE
For convenience retailers, shoppers who purchase fruit juice are a valuable demographic. In fact, research reveals that fruit juice shoppers spend, on average, 25% more per shop.
“Fruit juice adds three more items to shoppers’ baskets on average vs total convenience”, says Josh. “Fruit juice shoppers spend on average £2 more versus cola shoppers, so ensuring you can meet their demand will unlock a huge opportunity to drive sales for wholesalers and retailers.”
HOW TROPICANA IS HELPING WHOLESALERS
- PMPs held throughout 2024
- Supporting wholesalers and retailers with promotions`
- Recruiting a field sales support team to have direct connections with retailers and wholesalers
- Shopper Marketing Toolkits, including editable self-serve POS, digital/social assets
- Creating an ambient range with a longer shelf life, which can be stored ambient but served chilled
- Launching innovative Tropicana Sparkling and Naked Natural Energy which means we now have a bigger range meeting more shopper need states.
PARTNERSHIP IN ACTION
Tropicana has achieved significant sales uplift by working with Bestway to create front-of-depot displays, in-aisle POS, digital advertising, in-depot and retail brochure ads, retailer incentives and shopper toolkits.
“Working in this way has been so beneficial, and we’re keen to roll this out across the UK,” says Josh. “With great promotions and working in partnership with wholesalers, we can all unlock huge opportunities for sales.”
(Sources: ToLuna x Tropicana Concept Testing, 2023; Lumina Intelligence, 2021)
ambient Bestway Wholesale fruit juice Josh Sutton price-marked packs retailers Tropicana wholesale
