TROPICANA SEES RED AND ORANGE

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Seagram Beverage Co.'s Tropicana Products is launching Ruby Red Orange Juice-the first refrigerated orange juice blend not made from concentrate in the U.S.-with a promotion for a Caribbean cruise and ruby jewelry.

Ruby Red is a blend of red orange juice from Italy and a splash of grapefruit juice, and isn't as sweet as regular orange juice.

It has only been in stores since May but already has spawned competition. Among competitors is Minute Maid's Premium Choice from Coca-Cola Foods.

The Ruby Red "Jewel of the Juices" promotion, handled in-house, features a mystery story. Would-be sleuths can write to the company and request a booklet that contains the story, drink recipes and a coupon for the juice.

A tagline supporting Ruby Red will be added to Tropicana ads from Leo Burnett USA, Chicago.

The not-from-concentrate segment is growing, said Jim Gawley, managing editor of Food Institute Report, Fair Lawn, N.J. These orange juices are "obviously something customers are looking for and something they enjoy," he said.

The Food Institute reports sales of refrigerated orange juice increased 14% to 550 million gallons in 1993, while purchases of frozen orange juice concentrate fell 7% to 283.8 million reconstituted gallons.

Mr. Gawley said the trend may be due to the fact that prices for refrigerated juices have dropped more rapidly than prices for frozen orange juice concentrate.

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