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Tropicana

Tropicana

Company: PepsiCo Inc.

Brand Value: $5,748 Million

Headquarters: Bradenton, FL

Category: Soft drinks

Year formed: 1947

Tropicana is the United States’ leading producer of orange juice and other fruit drinks. Historically, the brand was an important innovator in its category, including inventing flash pasteurization in 1954, which enabled it to market the first widely available refrigerated fruit juice. Currently, the brand operates in a declining category in its home market. The reasons for this are health concerns over sugar (even though orange juice contains no added sugar),; rising consumer taste for plant juices and other beverages, as well as rising costs due to citrus greening disease. In response, the brand has crafted inspiring and optimistic messaging that seeks to target millennials who are interested in healthy, natural options. It is also diversifying its product portfolio with vegetable juices and a probiotic line set to debut in 2017. Overseas markets remain a bright spot for Tropicana, especially India, where it nearly tripled its sales from 2011 to 2016.

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