Tropicana insures Master of Orange’s tastebuds for £1m

By Bethan Grylls

- Last updated on GMT

Nathalie Leenknecht (pictured) is Tropicana's Master of Orange
Nathalie Leenknecht (pictured) is Tropicana's Master of Orange

Related tags Beverages

The drinks brand has revealed its Master of Orange, Nathalie Leenknecht, is the most important asset for developing its orange juice’s flavour profiles.

This decision to insure the tastebuds of its Master of Orange comes as research reveals Brit’s appetite for the citrus juice – with the average consumer drinking 104 glasses of orange juice a year.

In fact, as many as 80% UK adults drink fresh orange juice, with this numbering increasing to 91% among 18-34-year-olds.

“This is now my 19th year working for Tropicana, and I am honoured that the brand has taken the extra step to insure my tastebuds, which have enabled me to develop the best quality juice for so many years,”​ commented Leenknecht.

According to Tropicana, Leenknecht’s skills are “just as rare and critical as those of a sommelier” ​– a role which sees her selecting the four best oranges out of 60 different varietals, which are then crafted and blended.  

To emphasise her mastery and to highlight the process behind orange juice production, the brand will be inviting one winner to its factory in Belgium.

The Instagram competition, which wraps up in a couple of days, will see the winner creating a signature blend of their own alongside Leenknecht, with 170 of their limited-edition bottles created and given away.

‘‘There is so much intricacy and technique myself and the team put into every batch of Tropicana to become ‘that’ juice we all know and love, so I am delighted to give someone the opportunity to experience this firsthand,” ​added Leenknecht.

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