TROPICANA OFFERS FORTIFIED JUICE

AMY I. STICKEL

BRADENTON, Fla. -- Tropicana Products here is tapping into consumer concerns about nutrition with a line of fortified, not-from-concentrate premium orange juices.

The new Pure Premium Plus line includes three varieties of orange juice fortified with calcium and extra vitamin C; vitamins A, C and E, which are anti-oxidants, and fiber.

These are the first fortified orange juices in the United States that are not from concentrate, according to Steve Hughes, executive vice president of sales and marketing for Tropicana. The juices will be available this month, and in full national distribution by early March, the company said.

The juices are available in 64-ounce sizes and will retail for approximately $2.79, the company said.

The launch will be accompanied by a multimillion dollar television and print ad campaign starting in the second quarter. The company declined to give details of the advertising. Mark Gutsche, vice president of communications for Tropicana, said fortified orange juices made from concentrate have been available for some time, including Tropicana's brand of fortified Season's Best juices. Bill Vitulli, vice president of community and government relations for A&P, Montvale, N.J., said supply and demand will determine if the premium fortified orange juices earn a permanent spot in the dairy case.

"It's a big question mark," he said. "We only have limited space in the dairy case. We'll have to see whether it can sustain itself."

Denise Biencourt, dairy buyer for 21-unit Waremart, Boise, Idaho, said she has already decided to carry the line. "Premium orange juice, not from concentrate, is a growing category," she said. Consumers are particularly interested in calcium-fortified products, she said. Biencourt said several poorly performing products have been discontinued to make space for the Pure Premium Plus line. She said each unit would decide how much space to devote to the line.

Tropicana Products is a wholly owned subsidiary of Seagram Co., New York.