PepsiCo ropes in Brand Central for Tropicana

March 27, 2017 | 7:45 am

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After developing a successful consumer products program for Pepsi, PepsiCo aims to replicate the success story with its orange and fruit juice brand Tropicana. The beverage major has on-boarded Brand Central to develop the program.

commenting on the announcement, Ross Misher, Chief Executive Officer, Brand Central said, “We are thrilled to represent such an iconic wellness brand and help create new innovative food products that reinforce Tropicana’s health halo.”

“With better-for-you products leading in new grocery product introductions and sales growth, Tropicana brand extensions will meet consumers’ needs for healthy fruit based products from a trusted brand with enormous brand equity.”

Under the terms of the agreement, Brand Central will aim to leverage Tropicana’s flavors, health and wellness equities to bring the brand into a number of new categories.

“Brand Central was an ideal choice to help Tropicana launch a brand extension program with their depth of expertise working with other food and beverage brands and their knowledge of current food trends,” said Joe Silverman, Senior Director - Marketing, Tropicana.

Meanwhile, PepsiCo is also making its presence felt in retail shelves of Asia Pacific region. It had launched smartphone in China under licensing agreement, while in India, the brand is soon foraying in fashion segment of India.