Pepsi launching single-serve Dole juices

Pepsi-Cola Company (Purchase, NY) is kicking off the New Year with the introduction of Dole single-serve juices, now making their way into vending machines, coolers and other retail outlets throughout the U.S.

Developed with the support of PepsiCo's Tropicana R&D organization, the new Dole products are being distributed via Pepsi bottlers in sleek, wide-mouth, cup-holder friendly, 16-oz hot-fill PET bottles and 11.5-oz aluminum cans.

The non-carbonated, caffeine-free, single-serve Dole line includes nine natural fruit flavors (Apple, Orange, Pineapple-Citrus, Ruby Red Grapefruit, Cranberry Juice Cocktail, Paradise Blend, Cranberry-Grape, Orange-Strawberry-Banana and Strawberry-Kiwi), with as much as 100% real fruit juice and 100% USRDA of Vitamin C.

Single-serve juices and juice-drinks comprise the country's largest category of non-carbonated beverages, with retail sales exceeding $5 billion.

"We have a winning proposition in Dole -- meeting consumers' increasingly on-the-go lifestyles with a widely recognized and trusted trademark in convenient single-serve packages," said Doug Boyle, vice president of non-carbonated brands for Pepsi-Cola Company. "By combining Dole single-serve premium-quality juices with our bottlers' distribution strength, we're adding an important new plank to Pepsi's total beverage platform and energizing the entire category."

Dole single-serve juices are geared toward a broad range of active consumers looking for a great-tasting, better-for-you refreshment beverage. During extensive consumer research, study participants consistently described the Dole brand as a "premium product" and a "brand you can trust."

Introductory marketing support includes outdoor advertising and in-store merchandising materials inviting consumers to "chug a fruit." Dedicated radio advertising will begin airing nationally later in the year.

The Dole trademark is licensed by PepsiCo's Tropicana unit -- the world's largest maker and marketer of branded juices -- from the Dole Food Company for use in connection with single-serve juices.

Pepsi-Cola Company (http://www.pepsi.com) is the global beverage division of PepsiCo, Inc. (http://www.pepsico.com). In addition to Dole single-serve juices, Pepsi brands in the U.S. include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Mountain Dew, Sierra Mist, Mug, Slice, Aquafina, FruitWorks and All Sport Body Quencher. The company also makes and markets ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.

For more info: Bart Casabona, Pepsi, 914-253-3523.

Edited by Judy Rice,
Managing Editor, Beverage Online