THE PROBLEM
How do you bring the juice category forwards into a positive direction?
THE PROBLEM
Since being sold by Pepsi.Co, The Tropicana business has been living through challenging times.
The cost of living crisis, coupled with a spiralling cost of goods challenge has created a perfect storm for juice. As shoppers have downgraded from brands to private label in search of more value, the business was forced to put through some cost increases which hit the business hard.
The price war of the retailers has added to this challenge, and the result? Commoditisation.
It turns out people really don’t care that much about brands in the category.
THE BRIEF
TPG commissioned The Mix to conduct a category review, and create a playbook for a way out of this situation. Giving the business genuine thought leadership about how to move the category forwards in a positive direction.
We conducted an extensive qual and quant review, and in addition interviewed both internal stakeholders, but also retail buying partners.
The outcome was a simple blueprint for how the category can grow.
A playbook for the things to fix, and the opportunities to build.
The basics to fix were important to get right.
- Getting the price right for one. A cost price analysis helped shape a new way of thinking about base price.
- We had to then rationalise. For too long the category has proliferated copycat me too products with little clear distinction, resulting in cannibalisation.
- Focus on occasion. Juice is not just juice, when we create meaning around the occasion and help shoppers navigate their way around the fixture.
OUR SOLUTION
A vision for the future
Once this was clear, we were able to give them a vision for the future. We created a new aisle flow, complete with new plan for the layout shopped by occasionality. Helping to increase the likelihood of trading up by creating more clarity and a simple good, better, best model for premiumisation.
All this was visualised and evidenced with shopper interviews and data – helping retailers see the need and also the potential for the category.
THE RESULTS
Juice is a beautiful category, and the playbook is now helping retailers realise it’s potential value.
The work has now been presented to multiple retail partners, with new listings secured in WH Smith, Co-Op and a commission direct from Tesco to create a Tesco specific version of the playbook.
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