Tropicana launches new FruitWise line

by Staff
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CHICAGO — After the new year, PepsiCo’s Tropicana will begin a nationwide launch of Tropicana FruitWise, a line of fruit strips, bars and beverages that deliver one to two servings of fruit in a portable, convenient, longer-lasting form.

Regional testing began last year at a chain of natural food stores across the country under the name Fruit Integrity. Based on the product’s success, the company is preparing not only for a national product roll-out, but also for the introduction of its new print and broadcast advertising campaign to launch in select markets this month.

Tropicana FruitWise bars and strips are made from 99% fruit and the drinkable fruit beverages are made with 100% fruit. Each Tropicana FruitWise product delivers exactly one or two of the U.S.D.A. recommended servings of fruit, PepsiCo said. Additionally, each Tropicana FruitWise product contains 100% of the recommended dietary allowance of vitamin C.

"This rollout of Tropicana FruitWise is perfectly timed as more and more Americans, particularly moms and kids, turn to good-for-you foods and don’t want to compromise taste or nutrition," said Mike Munro, vice-president and general manager for FruitWise. "As real fruit made convenient for those on the go, FruitWise is a novel, great-tasting, delicious solution that helps even the most time-pressed consumers meet the new dietary guidelines."

A regional advertising campaign breaking this week in select markets focuses on the product’s ability to go "where other fruit can’t" and brings to life friendly fruit characters left behind due to a lack of portability.

Tropicana FruitWise is available nationally in natural foods stores and will continue to rollout regionally in January 2006. Located in the produce and natural food departments, Tropicana FruitWise is packaged individually, and suggested retail prices include fruit strips from 59c to 69c, fruit bars from $1.69 to $1.99 and beverages from $1.89 to $2.19.

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