Tropicana: New Trop50 debuts in controversial Arnell packaging
Orange juice packaging drew heat from consumers, but continues with new line extension
-- Packaging Digest, 3/31/2009 11:47:00 AM
Tropicana Products, a division of PepsiCo, Inc. this week launches Trop50, a beverage that the company claims delivers the goodness of orange juice with 50 percent less sugar and calories, and no artificial sweeteners. According to Tropicana, the new drink is naturally sweetened from the stevia plant, along with juice squeezed from fresh oranges.
But in a move that might surprise some consumers, the new blend of juice will be packaged in a carton design similar to that of the one that recently ignited controversy for the brand’s more established flavors.
Although the company’s press release for Trop50 didn’t offer an explanation for the new beverage’s packaging, perhaps the company is viewing the new juice as a somewhat radical departure from it’s regular line, and therefore able to justify more edgy packaging graphics.
The company calls Trop50 a “breakthrough category innovation,” which it says is a result of more than 18 months of research and development. "It's not just that Trop50 offers half the sugar and calories," says Susan Logue, Ph.D and Director of R&D. "It's how we make it happen together with the groundbreaking use of Stevia that make this product an exciting new choice for consumers."
Source: PepsiCo; Tropicana Products, Inc.
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I had a coupon for Trop50 so I decided to try it. It was by far, the dullest tasting orange juice (can you really claim that) that I have ever tasted. I will never buy it again.
Toni Zufelt - 2009-19-4 22:13:00 EDT -
I still do not see the big deal with their new graphics. I think the package has a nice simple clean feeling to it, and for some reason it''s lack of complexity gives it more of a Green feeling. Overall I like it, and i always buy their products.
John Gray - 2009-31-3 15:56:00 EDT
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