Tropicana Canada has launched a new entry in the chilled, not-from-concentrate orange juice category.

This month, the Montreal-based company began rolling out Tropicana Pure Premium Grovestand in Eastern Canada.

Grovestand is produced using a proprietary technique that maintains the character of the juice pulp sacs as they are squeezed from the orange, according to the company.

Canadians spend in the area of $80 million annually on chilled orange juice, both the from-concentrate and not-from-concentrate varieties.

Launch support for Grovestand will consist of shelf signage and in-store sampling during June and July.

In September, coincident with the launch of the fall tv season, Tropicana will support the brand with a new tv campaign.

Ad agency is Leo Burnett, Toronto. PA