Brand Licensing 

PepsiCo ropes in Brand Central to develop fruit juice brand Tropicana

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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 roped in Brand Central to develop the programme.

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.

Giving a broader hint to 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,” he added.

Meanwhile, PepsiCo is also making its presence felt in the Asia Pacific region. Earlier, it had launched smartphone in China under licensing agreement, while in India, the brand will soon foray in the fashion segment.


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