Tropicana adopts government's 'five a day' logo

PepsiCo is to use the Department of Health's 'five a day' logo on flagship juice brand Tropicana to highlight its nutritional benefits.

The initiative reflects PepsiCo's desire to counter government criticism that its products contribute to rising levels of obesity among young children.

From 15 August, the logo will appear on the nutritional panel of lead variants of the brand. This will help the company argue that its product range is balanced, offsetting criticism aimed at its other brands, in particular Walkers Crisps.

Tropicana is a key product for PepsiCo. Earlier this year Martin Glenn, president of PepsiCo UK, identified it as one of two power brands in the company's drinks portfolio - the other being Pepsi - that would receive a significant investment boost.

As a result, Tropicana's UK marketing budget has been doubled to £5m, with a target of doubling sales within three years.

In March, DDB London created a £5m ad campaign for the Tropicana Pure Premium Orange Juice line. The ads used the strapline 'Nothing added, nothing taken away'.

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