Tropicana Pure Premium with Calcium and Extra Vitamin C

  • Green N
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Abstract

In August 1997, Tropicana successfully restaged calcium-fortified Tropicana Pure Premium Orange Juice. The restage was plannend to coineide with two events. One, the exclusive licensing agreement with the makers of a highly absorbable calcium source which has been clinically proven to decrease bone loss in women and does not impact taste. Secondly, the release of a new dietary recommendations from the National Academy of Sciences for calcium. Tropicana capitalized on the media attention generated with the new calcium recommendations to educate consumers about the superiour calcium source and improved taste of Tropicana Pure Premium Orange Juice with Calcium and Extra Vitamin C. The significant increase in total sales and increase in share of the calcium fortified segment that Tropicana Pure Premium with Calcium obtainerd in just three months, demonstrate that consumers will respond to taste and nutrition

Author-supplied keywords

  • Fortification
  • calcium
  • calcium fortified orange juice
  • fortified food
  • orange juice

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Authors

  • N.R. Green

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