Pepsico is relaunching its Tropicana juice as part of a £7.7m brand drive this year.

New packaging will feature across both impulse and take home products, backed by a £4.5m TV campaign. The impulse campaign starts this month, followed by a grocery campaign in May.

To drive awareness and trial, Tropicana has also developed new point of sale for both single-serve and take-home packs. Rrp for an impulse bottle is 89p.

The Tropicana brand is now worth £120m and is growing at a rate of 11% year on year.

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