Tropicana is dropping a new breakfast cereal ‘made for OJ’
In celebration of National Orange Juice Day, juice company Tropicana is expanding its product portfolio – and hoping to catch the eye of younger consumers via a new push on social media – with the upcoming release of Tropicana Crunch.
Tropicana Crunch has been designed to be eaten with orange juice instead of milk / MullenLowe
Orange juice has long been a breakfast staple, but most of us prefer it in a glass. Now Tropicana is shaking things up by encouraging consumers to try orange juice directly on top of their cereal.
The juice company has just announced the upcoming release of Tropicana Crunch, its new breakfast cereal, which has been created specifically to be paired with orange juice instead of milk. According to the brand, this is an untraditional culinary combo that 15 million Americans – ”the total populations of New York City, Los Angeles and Chicago combined” – have already tried.
Tropicana Crunch is slated for release on May 4, National Orange Juice Day in the United States. Consumers can visit www.tropicanacrunch.com beginning on May 4 to snag their own box of the honey almond-flavored cereal.
Even the brand acknowledges on its new product’s website that Tropicana Crunch is a bit of an oddity that may not immediately become a culture-wide phenomenon. “Orange juice on cereal. Some call it weird. Some call it breakfast. We... didn’t even know it was a thing,” the brand says on the Tropicana Crunch website. “It may not be for everyone (but it could be for you!).”
The brand hopes to boost engagement with fans after the release of its new breakfast cereal with an accompanying social media campaign. Whether they “loved it or loathed it,” the brand says, fans are encouraged to describe their experience with Tropicana Crunch on Instagram and TikTok while tagging the brand and using the hashtag #TropicanaCrunch. The brand has also recruited a cohort of “TikTok’s top taste-test influencers” to try the OJ-drenched product and spread the word to their legions of followers.