Tropicana uses the carrot to squeeze juice sales

Published on NewsOK Modified: December 17, 2012 at 1:05 pm •  Published: December 17, 2012
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The juice will be available at Wal-Mart Stores Inc. later this month before expanding to supermarkets and other retailers early next year. In the first half of 2013, Tropicana plans to spend between $20 million and $30 million on advertising for Farmstand, with tag lines such as "Turn Your Kids Into Veggie Lovers."

As integral as the promise of vegetables may be to its success, however, Tropicana is being careful not to play up the beets and carrots too much. Jeff Miller, a senior marketing manager for Tropicana, said consumer surveys showed moms didn't want to be caught by their kids serving hidden vegetables.

So the first three Farmstand flavors emphasize the fruit content — strawberry banana, peach mango and pomegranate blueberry. The bottles prominently feature images of fruit, while the vegetables are tucked behind the logo.

As for the taste, it took about eight months to come up with the right blend of juices that "hide the vegetables as much as possible," said Kathy Timperman, product development manager at PepsiCo Inc.

Early on, Timperman said Tropicana tested a variety of vegetables, including cucumbers, zucchinis, tomatoes and purple carrots. She noted those could still turn up in future flavors but that the company is sticking with beets, sweet potatoes and yellow and orange carrots for now.

Tropicana Farmstand will also have a thinner consistency more akin to regular orange juice, unlike the thicker, premium fruit-and-vegetable juices such as Naked and Bolthouse Farms, which are marketed to health-conscious adults on the go.

But as hard as Tropicana worked to make Farmstand taste like regular juice, Timperman said most people will still find it to be "a little bit of a different experience."

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Follow Candice Choi at www.twitter.com/candicechoi



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