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TROPICANA ANNOUNCES ENTRY INTO SWEDEN

 BRADENTON, Fla., Feb. 8 /PRNewswire/ -- Tropicana Products, Inc. today announced it is proceeding with a national Swedish roll out of its Tropicana Pure Premium. Commencing Feb. 15, 1993, this action comes with the full cooperation of JO-Bolaget, a subsidiary to Arla and Skanemejerier, Sweden's two largest dairies.
 Full entry into Sweden follows extensive and highly successful test marketing in the Gothenburg area, with results running well above forecast. The test market showed that Tropicana Pure Premium has not only been gaining market share from competitive juice brands, but has also been adding incrementally to the total juice category.
 The arrival of Tropicana Pure Premium offers Swedish consumers an entirely new style of orange juice, being a top quality, chilled, not- from-concentrate fruit juice. With "nothing added and nothing taken away," the distinctive naturally sweet taste of 100 percent pure squeezed Florida oranges is captured by Tropicana's proprietary flash pasteurization' process.
 Expanding internationally from its number-one position in the United States, the entry of Tropicana Pure Premium into Sweden follows earlier launches into Europe and other international markets. In 1991, Tropicana Pure Premium was successfully launched into Canada, the U.K. and Japan; while steady growth has continued within the longer established French market.
 Commenting on Tropicana's entry into Sweden, Myron Roeder, president, International and Global Marketing for Tropicana Products, Inc., noted, "As consumers continue to up-grade in the quality of their purchasing, there is no doubt that the future growth of the juice market will be driven by the premium juices that are not produced from a concentrated orange base. The tests in Gothenburg prove that the Swedes are no exception to this rule. They simply love the quality and fresh taste of Tropicana Pure Premium, with all the goodness and vitamins that natural orange juice contains."
 Tropicana Pure Premium will be available in one liter cartons, with a special, easy-to-open pour spout.
 Tropicana Products, Inc. is the leading producer of premium juices and juice beverages in the United States. The company's products are sold throughout North America as well as Europe and Asia. Tropicana Products, Inc. is a wholly-owned subsidiary of The Seagram Company Ltd. (NYSE: VO).
 -0- 2/8/93
 /CONTACT: Chris Tofalli of The Seagram Company, 212-572-1118/
 (VO)


CO: Tropicana Products, Inc.; The Seagram Company Ltd. ST: Florida IN: FOD SU:

WB -- NY069 -- 4088 02/08/93 11:57 EST
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Date:Feb 8, 1993
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