Tropicana is relaunching its Essentials range with a punchy new design and name – Tropicana + – to better resonate with shoppers looking for added benefits from their juice drinks The new Power Punch flavour uses apple, passion fruit, pineapple, ginseng and magnesium, while the brand’s Viva Vitality has apple, banana, kiwi, spinach, pineapple and magnesium to help fight tiredness.

The new range will consist of four flavours; Berry Boost, Power Punch, Vitamin Victory, Viva Vitality

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Sarah Boyle, group brands director at Scotts & Co., said: “Viva Vitality will look at the customer as a whole person and take into account all of the challenges they may face during their day. That’s why our Viva Vitality team has scoured the world to find hundreds of high-quality, ingenious wellness products that will make everyday activities less of a struggle and help our customers to get the best from life.” Viva Vitality aims to set a new standard for DTC marketing of health and wellness products, devices and solutions for the over-60s.

The rebrand will be supported by a large media campaign, including video on demand, social media, in-store advertising, PoS and sampling activity. Sarah Boyle, Group Brands Director at Scotts & Co., says: “Viva Vitality looks at the customer as a whole person and takes into account all of the challenges they may face during their day. That’s why our Viva Vitality team has scoured the world to find hundreds of high-quality, ingenious wellness products that will make everyday activities less of a struggle and help our customers to get the best from life.” Scotts & Co group brands director Sarah Boyle commented: “Viva Vitality will look at the customer as a whole person and take into account all of the challenges they may face during their day. That’s why our team has scoured the world to find hundreds of high-quality, ingenious wellness products that will make everyday activities less of a struggle and help our customers to get the best from life.”Each of the new Tropicana + flavours contain ingredients that provide clear functional benefits including vitamins and magnesium across the range. Ancestral Collections - Stylish home furnishings and gifts, as well as elegant home accessories, and practical items for the garden. A selection of gorgeous jewellery is also provided. At the same time, Vitality Discount Code will be issued in certain periods. If customers want to save money, this is undoubtedly the most labor-saving method. The new range will be supported by an impactful heavyweight media campaign later this year, to drive awareness of the launch. Using the tagline “Juice For A Boost”, the campaign will target younger shoppers, and will consist of video on demand, social media, in-store advertising and sampling activity.

Our purpose is to help shoppers save money when shopping in vitality.co.uk by providing consumers with up-to-date, authentic, effective, and highly successful coupons. Shoppers are looking for juices that contain added benefits, which is why the functional juice segment is currently performing at 25% growth year on year,” he explains.The launch of Viva Vitality follows Scotts & Co.’s recent move into fragrance retailing and fine jewellery with the launch of The Garden Fragrance Company and Aston & Rose. Steven Hind, Marketing Director – Juices at PepsiCo, comments: “Shoppers are looking for juices that contain added benefits, which is why the functional juice segment is currently seeing a +25% growth [2]. Each of the new Tropicana + flavours – Berry Boost, Power Punch, Vitamin Victory and Viva Vitality – contain added ingredients including vitamins and magnesium across the range, providing clear funcational benefits including reducing tiredness and supporting the immune system. Vitamin Victory is a mixture of orange, mango, apple and tropical fruits, containing added vitamins to support the immune system. Berry Boost contains apple, raspberry and acerola cherry and vitamin C to also help support the immune system. Scotts & Co. says Viva Vitality aims to set a new standard for DTC marketing of health and wellness products, devices and solutions for the over-60s. Swabey said: “The pandemic has highlighted the huge importance of both health and wellness and many experts believe self-care is now an increasingly important part of healthcare.”