Fruitopia J
Coca-Cola Amatil
RESPONDING to a changing beverage market, Coca-Cola Amatil (CCA) shook up the juice category this year with the relaunch of the Fruitopia range.
The stand-out product line was an obvious Non-Alcoholic Beverages finalist in this year’s FOOD Magazine Challenge Awards.
Although a very small business for the market giant, Fruitopia signified shifting aspirations and a clear response to changing consumer needs.
In recent years, CCA has become a broader beverage company, offering different drinks for different occasions.
Fruitopia J is packaged in a single serve, while Fruitopia Classic is a chilled home pack.
Along with waters, fruit juices are increasingly becoming the growth categories of the multinational firm’s business.
The product was marketed around a lifestyle choice: the state of Fruitopia being ‘a place where people can go to feel good.’