Tropicana introduces high-end Pure Valencia orange juice

NEW YORK PepsiCo’s Tropicana unit will launch a new high-end fruit juice line, with prices to match.

Despite a recent U.S. consumer trend away from deluxe grocery items, Tropicana’s spokespeople say they released the new line to meet their customers’ demands.

“Consumers are looking for super-premium products ... and to drink juice outside the breakfast occasion,” said Ellie Halevy, Tropicana’s marketing director.

Tropicana Pure Valencia is made from the most premium oranges from the Tropicana harvest. It will retail for about $4.49 for 54 ounces.

The company’s standard product, Tropicana Pure Premium orange juice, sells for around $3.49 for 64 ounces.