TROPICANA READIES DUAL ASSAULT WITH PRODUCTS FOR KIDS, ADULTS: FRUITWISE AND BURSTERS GO INTO REGIONAL MARKETS

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Tropicana Dole Beverages is launching marketing pushes for two new product lines next month, one targeted to health-conscious adults and the other-in a first for the company-targeted directly to kids.

The adult-oriented product, FruitWise, is a blended fruit shake the beverage marketer tested in Orlando last spring; it has since rolled out to select markets, including Atlanta, Cleveland, Pittsburgh, St. Louis and Florida, according to an individual familiar with the project. Other than saying ads were forthcoming, Tropicana declined further comment on the FruitWise line.

BURSTERS FOR KIDS

Tropicana Bursters, the kids line, has three flavors of blended juices, and is being rolled into Western and Midwest markets with an eye toward a national rollout next year.

TV ads for both lines are being produced by Foote, Cone & Belding, New York.

Bursters are sold in six-packs of 8-ounce, resealable bottles at a suggested retail price of $3.29 to $3.79, Tropicana said. The introduction will be supported with a TV commercial, free-standing inserts and in-store sampling. There's also a Bursters Web site, and there are plans for on-pack promotions.

Tropicana, a division of Seagram Co., pegs the kids beverage market at $1.5 billion, and said sales have grown by 139% since 1994 for chilled multipacks of kids beverages.

AD TARGETS MOMS

The Bursters TV spot is geared to moms, said Meghan Flynn, manager of product communications for Tropicana. Ms. Flynn said the juice varieties were chosen through product research as those kids said were their favorite flavors: orange, strawberry-orange and pineapple-orange.

FruitWise has three flavors, and is sold in 10-ounce and 30-ounce plastic bottles. Flavors in last spring's test were strawberry-banana, orange-strawberry and tropical fruit.

Ms. Flynn declined to say how much the company is spending on the launches. Tropicana spent $20 million to advertise its various fruit juice products in the

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