PepsiCo aims to double share in fruit juice market

PepsiCo aims to double share in fruit juice market


New Delhi: In tune with its plans to triple revenues in India after announcing a $500 million investment, global food and softdrinks company PepsiCo is relaunching the Tropicana brand aiming to double share in the estimated Rs1,500 crore Indian branded fruit juice market.

“The top-end branded juice market is growing around 15-20% annually. Tropicana currently has around 5% share in the domestic 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% Fresh. It has two other fruit juice brands in the Indian market -- Twister and Slice.

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

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

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 80 (one litre pack) and 18 (200 ml pack).