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Brand and design consultancy, StormBrands has continued its collaboration with Tropicana Products UK to extend the Tropicana+ range with a new product and flavour variant, ‘FUEL FOR THOUGHT’. The new product innovation builds on the success of the Tropicana Essentials range originally launched in 2018 by Storm and relaunched in 2020 as Tropicana+ in response to changing health and wellbeing trends.

Tropicana+ is the functional juice range which targets young, millennial ‘health hackers’ seeking easy ways to get more nutrients, vitamins and ‘good stuff’ into their bodies. It tastes great, is 100% natural and includes high quality ingredients and added vitamins and minerals. The range focuses on ‘life’s little wins’ and is all about thriving rather than just surviving.

Storm was approached by Tropicana Products UK to evolve and elevate the trusted Tropicana core range, deep rooted in a traditional breakfast consumption ritual, into a new premium tier that would be relevant to a new generation of health-conscious consumers. This new range needed to demonstrate credibility and expertise from a mainstream juice brand in the dynamic health and wellness sector dominated by characterful disruptors. The team was also mindful to leverage increasing consumer discernment around product formulations and to communicate benefits in sync with a more holistic approach to personal wellbeing.

The agency mapped the wider cultural trends informing emerging health and wellness codes and repositioned the Tropicana brand as an empowering lifestyle accessory, supporting a wider spectrum of real-world needs. They worked closely with the Tropicana R&D team to understand the health ingredients and define more emotive benefits and then ultimately developed a distinct verbally driven identity and empowering tone of voice.

The resulting range design features a crafted + symbol at the heart of the pack to signify the additional benefits with added vitamins/minerals and an underlining device reinforcing an endorsement from the Tropicana master-brand. Dynamic variant names lead on front of pack together with key ingredients and vitamins & minerals providing the products’ functional benefits. The initial range comprised Berry Boost to protect your wellbeing, Vitamin Victory to support your immune system and Viva Vitality to help keep you going.

The new addition to the Tropicana+ portfolio builds on the existing range DNA with a focus on supporting mental clarity and productivity. Brimming with mouth-watering tropical fruits, Spirulina and Vitamin B goodness, ‘FUEL FOR THOUGHT’ satisfies the tastebuds while helping to sharpen the mind, no matter how full-on your day is.

Zoe Phillipson, Creative Director at StormBrands commented:

“Our Tropicana+ redesign has re-energised the category. The range provides the functional benefits of key active ingredients and vitamins and minerals but delivers them in an emotional way with an evocative tone of voice and appetising fruit illustrations. As long-term brand guardians for Tropicana, we’ve truly got under the skin of the brand and understand its potential to flex across NPD and innovation. ‘FUEL FOR THOUGHT’ is a natural response to health and wellness trends and changing consumer behaviour.”