PepsiCo to double its marketshare in fruit juice segment

Global food and soft drinks major PepsiCo is relaunching the Tropicana brand aiming to double its share in the estimated Rs 1,500-crore Indian branded fruit juice market. This is part of the company's plans to triple revenues in India after announcing a $ 500-million investment. Tropicana, currently, has around 5 per cent share in the branded fruit juice market.

"We are looking at doubling our overall share in the fruit juice segment in two years," said Punita Lal, executive director, marketing, PepsiCo India. The company has relaunched its Tropicana Premium Gold as Tropicana 100 Percent Fresh. It has two other fruit juice brands in the market - Tropicana Twister and Slice.

The company relaunched Tropicana as part of its journey to transform portfolio and offer more choices to satisfy each customer segment in the estimated 80 million cases per year fruit juice market. The new Tropicana would be available in apple, orange and grape varieties with a price range of Rs 80 a ltr pack and Rs 18 for a 200 ml pack.

The company's new initiative comes in the wake of its rival and global beverages major Coca-Cola's recent entry into the 350 ml PET package segment and a major advertisement initiative for its carbonated soft drink - Thums Up.