Agency is on board to extend the orange juice brand into a host of new categories.

PepsiCo has selected Brand Central to develop a consumer products program for its orange and fruit juice brand Tropicana.

“We are thrilled to represent such an iconic wellness brand and help create new innovative food products that reinforce Tropicana’s health halo,” says Ross Misher, chief executive officer, Brand Central. “With better-for-you products leading in new grocery product introductions and sales growth, Tropicana brand extensions will meet consumers’ needs for healthy fruit based products from a trusted brand with enormous brand equity.”

Under the terms of the agreement, Brand Central will aim to leverage Tropicana’s flavors, health and wellness equities to bring the brand into a number of new categories.

 “Brand Central was an ideal choice to help Tropicana launch a brand extension program with their depth of expertise working with other food and beverage brands and their knowledge of current food trends,” says Joe Silverman, senior director, marketing, Tropicana.