FOOD PRODUCT DEVELOPMENT AND SENSORY

EVALUATION
ASSIGNMENT# 1
Group 7

Course title Food Product Development and

Sensory Evaluation

Course code Fs4642

Submitted to Waleed Sultan

Submitted by Fatin Nisa Siddique, Zahra Yazdani,

Hamna Saeed, Jaweria Iqbal, Shaiza
Imran, Zainab Nawaz, zain murtaza.

Registration number L1F20BSFT0122, L1F20BSFT0120,

L1F20BSFT0090, L1F20BSFT0121,
L1F20BSFT0108, L1F20BSFT0118,
L1F20BSFT0114.

Date of submission 20-11-2023

Major Food Science and Technology.

Faculty of Life Sciences

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 CONTENTS
1.INTRODUCTION...............................................................................................................................................3

2.HISTORY...........................................................................................................................................................4

3.MISSION..........................................................................................................................................................4

4.VISION.............................................................................................................................................................4

5.SLOGANS.........................................................................................................................................................4

6.CERTIFICATION................................................................................................................................................5

7.NATURE OF BRAND..........................................................................................................................................5

8.COMMITMENTS...............................................................................................................................................5

10.LEADERSHIP...................................................................................................................................................7

11.ASSOCIATED BRANDS....................................................................................................................................7

12.FAILED PRODUCT...........................................................................................................................................9

13.LAUNCH TIME..............................................................................................................................................10

14.INGREDIENTS...............................................................................................................................................10

15.FACTORS OF FAILURE...................................................................................................................................11

16.STUDY REPORT............................................................................................................................................13

17.MARKET SURVEY.........................................................................................................................................14

18.CONCLUSION...............................................................................................................................................16

19.REFERENCES................................................................................................................................................16

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CASE STUDY:

FAILED PRODUCT IN PAKISTAN: TROPICANA ORANGE JUICE

ZAIN

1. INTRODUCTION:

Products come under beverage industry are fruit juices, squashes, carbonated drinks, powder drinks,
syrups and mineral water which are used to confined to the fruit juice segment. The juice industry in
Pakistan expanding day by day by the opening of hotels and hospitals where juices are successfully
marketed. Fruit juice industry linked with beverage industry is considered to be one of the largest
industrial zones in Pakistan. In Pakistan currently there are 170 fruit juice or pulp processing units
with a number of small units. The present installed capacity is estimated around 400,000 metric tons
per annum with an estimated growth rate of 20% to 25% annually. The fruit juice market is estimated
around 2.5 billion to 2.8 billion Rupees. Most of the fruit juice manufacturing units are operating in
Lahore, Sargodha, Bahawalpur, Hyderabad, Gujranwala and Karachi

Fruit juices are 100% pure flesh of the fruit product or the liquid that comes from the fruit. Fruit juice
are prepared by mechanically squeezing the fruits. The juice market in Pakistan in 2015 was 783
million USD which grew annually and reach 978.40 million in current year. Nestle and Shezan
occupy the most shares in Pakistan juice market. Nestle juices are on top by 60% of the juice market
in Pakistan while shezan is on second position. American fruit juice Tropicana was also launched in
Pakistan market in 2019. Fruit juice benefits include easy digestion, regulate and maintain the
nutrients needed by human body and remove indigestible fiber from body.

The market of juices on the basis of product:

 100% pure juice

 Nectar
 Concentrates
 Powdered juice

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Based on flavor:

 Orange
 Apple
 Grape
 Pineapple
 Mango and mixed fruits.
2. HISTORY:

Tropicana was founded by Anthony T. Rossi, who arrived in the U.S. from Italy with just $25 in his
pocket in 1947 with the mission of making the goodness of the finest fruit accessible to everyone. In
2016, Tropicana launches Premium Drinks in refreshing fruit juice flavors, showing that Tropicana is
more than just orange juice. In 2019, Tropicana juices launched in Pakistan with a market share of
40%.

TARGET:

the main target customers are the adults who are above 21 and are very concerned about their health
and choose a nutritious diet. To effectively target the consumers Tropicana clearly declared the health
benefits of their juices.

ZAINAB

3. MISSION:

Tropicana founded in 1947 by Anthony T. Rossi with a mission of making the goodness of finest
fruit. Tropicana commitment to quality by making juices with passion bringing the taste and nutrition
to the consumers that they want from the soil to the shelf.

4. VISION:

Tropicana is carrying the best to act as an organization empowered to think and challenge typical
boundaries. They are committed to disrupting the juice category inspired by what people want today
and what they will thirst for tomorrow by unleashing juice heritage and nutrition expertise.

5. SLOGANS:
 Sip your sunshine
 Goodness on the go

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  Specially made for the healthy body, healthy lives, healthy kids.
 Orange juice direct from the orange not from the concentrate.
 Tropicana directly from the fruit
 Feel pure good everyday

6. CERTIFICATION:
 Iso22000
 GHP’s certification
 HACCP
 USDA organic
 Green industry g3
 ISO14001
 Control union certification

HAMNA

7. NATURE OF BRAND:

PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many
iconic brands that generate more than $1 billion each in estimated annual retail sales.

8. COMMITMENTS:

The Brand is committed to the quality. They say:

“We bottle the shine from floor to shelf”

● Pickede at their peak.

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 ● Squeezed fresh.
● The perfect blend.
PURELY DELIGHTFUL:

● 100% Juice.
● No sugar added.
● No artificial flavor.
● No artificial color.
● No preservatives.
The company says of tropicana is that:

Each 8 oz glass of Tropicana Pure Premium is 100% pure squeezed orange juice.

9. NUTRITIOUS AND DELICIOUS:

IMMUNE SYSTEM SUPPORT: A full day's supply of vitamin C helps support the immune
system. 100% of the daily value per 250 ml.

STRONG BONES: Vitamin D helps the body absorb calcium to maintain strong bones and teeth.
Found in Tropicana orange juice with added calcium and vitamin D.

ANTI-OXIDATION: Vitamin C, a dietary antioxidant, works to protect the body's cells and help
maintain good overall health.

HEALTHY CELL DEVELOPMENT: Folate (vitamin B9) is important for normal cell growth,
especially for the developing fetus

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ZAHRA

10.LEADERSHIP:

A hierarchy is a system present in an organization and a society that ranks the members according to
the job they have to perform. It can be said that a hierarchy is the backbone of a society or an
organization. However, the word hierarchy is not a word being used in organizational structure
rather, leadership is common as it shows active participation and collaboration of each member
irrespective of their status in that society or organization. The team members of Tropicana are:

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Glen Walter Monica McGurk Patrick Kalotis

CEO CEO, Tropicana and CEO, Naked and Emerging Rogier Smeets Bill Kelley
Mainstream Brands CEO, Europe Chief Financial Officer
Brands

James Pendegraft
Chief Commercial Salih Salih Mike Goldwasser Charlie Broll Jeff Lischett
Officer Chief Supply Chain Chief Human Resources Chief Legal Officer Chief Information Officer
Officer Officer

Casey Williams Jody Menaker

Janice Chopra Adam Griffiths Hasika Sarathy
Head of On-the-Go Head of
Head of Traditional Head of Procurement Chief of Staff
Sales Communications
Sales

ASSOCIATED BRANDS:

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Different fruit brands fall in association with the tropicana brands group. These represent the
different flavors and types of juices these are as follows:

I. NAKED:

It is an American brand, a subsidiary of PepsiCo producing juices and smoothies. The first ever this
Juice drink was produced in 1983 and sold in California under the name "Naked Juice". These Juice
beverages are highly perishable and, thus, must be kept below 38 °F, resulting in a shorter shelf life
than some of the other competing products in the market.
Naked Juice product line consists of more than 20 variants
of straight and blended 100-percent fruit and vegetable
juices such as strawberry banana, green machine, blue
machine, berry, orange mango, purple carrots, red beets,
sweet potatoes, sweet corn, sweet cherries, chickpeas,
strawberries, etc.

II. KEVITA:

It is a Kombucha brand, that was founded in 2009 by “Chakra Earthsong”, a certified nutritionist and
winemaker named “Bill Moses” to produce a self-care product prioritizing one’s health. Each
product is claimed to contain live probiotic, no dairy ingredient is made from fermented cultures, and
are certified as organic, non-GMO, and Kosher. Other than kombucha, it also produces “refresher”
that is light, delicious, refreshing, and fermented with water kefir culture, “sparkling probiotic
lemonade” made by squeezing the finest quality
of organic ingredients, live probiotics and
fermented with our water kefir culture., “herbal
spritzer” herbal product fermented with water
kefir culture that sparkles with flavor & live
probiotics and “ apple cider vinegar tonic”.

III. IZZE:

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It is a juice with a splash of sparkling water and many of bold flavors. As it name gives off, it is a
fizzing awesome drink or a natural sparkling soda. It has about 10-60 calories per serving making it a
low-calorie drink that can be considered as a healthy option. The available flavors are apple,
blackberry, clementine, mango, grapefruit, pomegranate, cherry lime, and peach. These flavors are
available in cans as well as glass bottles. Just as other products described above these drinks are also
considered to have no sweeteners, no GMOs, and no added sugar.

IV. DOLE:

This brand one of the world's largest producers and marketers of high-quality
fresh fruit with revenues of approximately $2.5 billion. It was founded in
Hawaii in 1851. The products included are; orange juice, tropical fruit punch,
ruby red grape fruit, and apple juice.

V. COPELLA:

This drink was first produced by Devora Peake a fruit farmer and a businesswoman in 1959 when
she realized the potential of apple that was an abundant in Boxford farm. Boxford's 25 apple
varieties inspire our apple experts to craft signature vibrant flavours and create new, exciting
recipes exploring the naturally vibrant and refreshing flavours of the fruit. They claim that “No
apple goes to waste; leftovers are used to generate electricity,
whilst pulp is turned into cattle feed”. The flavours include
apple & pear, apple & mango, smooth orange, apple&
blackberry, apple & elderflower and cloudy apple.

JAVERIA

12.FAILED PRODUCT:

The brand moved from the old tropicana logo of straw inside an orange into a sleeker design with
lots of white space. This emerged as one of the major packaging failures in the history of brands. The
company that spent $35 million in marketing incurred a loss of $20 million within a month of
rebranding.

Tropicana, a subsidiary of pepsico is a famous brand of juice-based in chicago. The company started
its operations in the year 1947 and since that time it is producing best-flavored juices throughout the

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world. The well know tropicana juices are sold in more than 70 countries. Finally, after a long wait,
as pepsico has launched tropicana in pakistan. Initially, only four flavors are launched in pakistan
including guava, chaunsa, apple, and kinnow. Tropicana has revealed that it will bring some more
good flavors in pakistan. So the existing juice companies in pakistan including nestle, slice, fruiten
and etc. Should be well prepared to welcome its rival now. All the brands already available in
pakistan make juices from 31% fruit concentrate so tropicana should sell juice with better
concentrate ration in order to spread themselves with fire.

Tropicana provides both, 100% pure juices as well as juices made from concentrate fruit pulp. Right
now the brand has not revealed whether it will bring 100 percent pure juice or not but if it will launch
them in pakistan, it will be a blessing for many people residing here. For now, we only know that
250ml packed cartons of juice in pakistan will be introduced in pakistan which will be made up of
fruit pulp.

13.LAUNCH TIME:

Tropicana introduced its juices in Pakistan in 2019.

14.INGREDIENTS:

100% pure orange juice from concentrate (filtered water and concentrated orange juice) and natural
flavors. Ingredient statement: 100% apple juice from concentrate (filtered water and concentrated
apple juice), natural flavors, malic acid and ascorbic acid (vitamin C). Nutrition facts of Tropicana
orange juice:

 Calories 112.
 Total fat 0.5g 1%
 Saturated fat 0.1g 0%
 Trans fat 0g.
 Polyunsaturated fat 0.1g.
 Monounsaturated fat 0.1g.
 Cholesterol 0mg 0%
 SODIUM 2.5MG 0%

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SHAIZA

15.FACTORS OF FAILURE:

(SWOT ANALYSIS):

SWOT analysis is defined as a framework for analyzing and identifying a person’s or organization’s
strength, weakness, opportunities and threats. The aim of SWOT analysis is to increase information
of the factors that are required into developing a business decision or establishing a strategy of
business. For this, SWOT analysis determines the external
and internal environment and the key factors that can affect
the viability of a decision. SWOT analysis is most effective
when it’s used to a logical recognize and include business
concerns and issues. Consequently, SWOT often involves a
diverse versatile team capable of discussing thoughts and
ideas openly. The most effective teams would use actual
experiences and data such as revenue or cost figures to
build the SWOT analysis.

TROPICANA SWOT ANALYSIS

Tropicana is a fruit beverage company owned by PepsiCo. Tropicana is a 60-year-old brand and has
developed a strong brand image as a substitute to natural juices. PepsiCo acquired PepsiCo in 1998
and since the Tropicana’s distribution around the world has improved tremendously. Tropicana is
renowned for the quality of fruits used to make the juice.

STRENGTH

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 1. Strong Brand Image: Tropicana has build a strong
brand image for itself and has put itself as a replacement
for fresh juice. Tropicana has been victorious in
developing a strong market for itself.
2. Global Presence: Tropicana, being a PepsiCo product
drives on its international presence and is presently
located in more than 60 countries across the world and is
constantly on the observation for geographic expansion.
3. Healthy Options: The identity of Tropicana is health
oriented and is a healthier alternative to aerated drinks. The total of health aware people across
the world is increasing and thus it is an beneficial for Tropicana.
4. Strong Distribution: Tropicana, as a product needed special attention during distribution. This
is where PepsiCo promotes Tropicana tremendously. Ever since Tropicana has been acquired by
PepsiCo, the distribution has improved tremendously.

WEAKNESS

1. Considered Costly: Tropicana is regards to be costly in

comparison to local products or aerated drink, in the
same quantity. This limits consumer base and reduces
market share.
2. Reduced Quantity: Instead of increasing products
price, Tropicana resorted to reducing quantity of the
product by 8-10%. This also builds an image of a costly
brand.
3. Low Rural Penetration: Packaged juices are tough to distribute and are more dependent on
higher margins than mass sales. This prevents Tropicana from penetrating in more rural.

OPPORTUNITIES

1. Increasing Health Consciousness: Health awareness around the world is increasing which
creates the great opportunity for Tropicana to take advantage of. A transitional move from aerated
drinks to healthier drinks is likely to happen.
2. More Variants: Tropicana has many variants under its arsenal but most of them are common
from the competitors. Tropicana should look to launch more fruit flavors which are not easily
available.

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3. Tie-ups With Hotels And Restaurants: Tropicana
can look for tying up with large chains of hotels and
restaurants which will help grow its revenue and
awareness.
4. Focus On Low-calorie Drinks: Tropicana has
introduced No Pulp as a product with 50% less
sugar. Tropicana should focus more on low-calorie
products by including flavors and increasing
penetration

THREATS

1. Presence Of Fresh Juice Joints: Fresh juice is still more

preferred than packaged juice. There is high local
competition with fresh juice joints ion the market. This
reduces market share of Tropicana.
2. Promotion Of Healthy Products: PepsiCo’s major
products are its aerated drinks brand which include Pepsi,
7Up and Mountain Dew etc. Promoting consumption of
healthy products may backfire in the sales of its major products.
3. Intense Competition: Tropicana faces intense competition from many competitors around
the world.

FATIN NISA

16.STUDY REPORT:

The survey was conducted to check the awareness among the students of UCP whether they know
about Tropicana orange juice or not and what their remarks are about this product.

The common responses observed were:

 The people not knowing about the

product.
 Liked the product but might not want in
the market.

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17.MARKET SURVEY:

To know about this product in the market some people said that they have never heard of this
product, while some said that they have heard about this product but have not seen these on shelves
or either is not interested in buying as nestle has more market in juices. On general stores on a small
area mainly shezan juices were bought by the consumers. We can say that these juices are not
common or are very much forgotten by the consumers.

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Some surveys were physically performed by the members on campus and some of which are pasted
below.

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18.CONCLUSION:

It is a common observation that the brand Tropicana juices have been sold in Pakistan but only the
basic flavours. It has been commonly consumed by the population however, the twist of rebranding
has played a factor in its downfall. It is understood that a packaging design attracts the consumers a
lot as it is the very first perspective or an image that sets in a consumer or the intended customer. The
survey showed how many are aware of this product while some are not and others might have just
forgotten about it at all.

19.REFERENCES:
HTTPS://SHYAMFUTURE.COM/TROPICANA-RE-BRANDING-FAILURE-A-DETAILED-
CASE-STUDY/
HTTPS://WWW.SLIDESHARE.NET/VAIBHAVJAINN/35643269-
JUICEMARKETANALYSISTROPICANACOMPETITION

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