Tropicana launches new flavors in their innovative with an interesting twist… combining green or white tea. The new RTD line delivers the healthy aspects of fruit juice goodness with 50 percent fewer calories!
The new items in the line are Trop50 Peach with White Tea, Trop50 Raspberry with Green Tea, Trop50 Red Orange and Trop50 Pear Lychee with White Tea and only contain 35-45 calories in each 8-ounce glass. , they provide a full day's supply of vitamin C and good source of antioxidant vitamin E.
All Trop50 varieties are made with delicious juice and the breakthrough use of a zero-calorie, all-natural stevia-based sweetener known as PureVia™. PureVia is the highest quality, all natural extract of the stevia plant called Reb A. In Trop50, PureVia enhances the sweetness of real fruit juice, naturally.
Available nationwide in May, the suggested retail price for 59-ounce bottles is $3.96. Peach with White Tea and Raspberry with Green Tea also are available in 12-ounce bottles for $1.69.
Identifying the Consumer Problem
"Trop50 is one of the most successful new product launches in the last five years." Said Kate Keller, Trop50 director of marketing. This is a great example of the convergence of health and great taste… consumers what some indulgence but also have a need for fewer calories. Tropicana is easing the tension consumers deal with - desiring fruit juice yet conflicted on the sugar and calorie content.
Food entrepreneurs take note: all successful entrepreneurs are adept at seeing the consumer problem (the unmet need in the market) so use this as an example for yourself when developing new products.
So what's Behind the Trop50 Product Launch?
I interviewed a Tropicana spokesperson for some in depth info on the Trop50 launch to see what foodpreneurs can learn for their own food product launches
The release says the new items with tea are an extension of the Trop50 line. So when was the initial new product launch date of Trop50? What trends were evident that spurred the development of Trop50?
Trop50 was introduced in 2009. Many people are trying to cut calories across the board and that includes beverages. We found a segment of consumers who love the goodness of fruit juice but don't want to drink their calories. On top of that, almost 68 percent of adults say they actively watch their sugar intake and don't want artificial sweeteners.
Are there growth figures, market share, year over year, etc. that you can share?
In 2011, Trop50 U.S. retail sales grew by more than 40 Percent. A first mover product, Trop50 achieved the highest national volume growth in the chilled juice category. It also was a top 10 New Product Pacesetters in food and beverages by Symphony IRI Group.
Why the inclusion of tea with the juice? Is this due to growth in the RTD tea category; is it a flavor enhancer, or an inclusion to help achieve the reduced calorie content of the product?
We want appeal to consumers who are looking for great-tasting, light refreshment any time of day. We blended green or white tea with our delicious juice beverages to create unique flavor profiles and add another way to get low calorie healthy refreshment.
What makes PurVia different from Stevia? Some quick research appears to show it is Pepsicos version ((Reb-A + erythritol + + + ).
The all natural, no calorie sweetener in Trop50 is PureVia®, which is made from a high purity extract of the sweetest component of the stevia plant called Reb A. In Trop50, PureVia naturally enhances the sweetness of juice. More info: http://www.trop50.com/trop50/#stevia.