Marketing Kids’ Healthy Beverages: Ten key case studies

In the market for kids’ foods and drinks, it’s in beverages that you will find the most examples of success - and some of the smartest innovations.

The reasons include:

• superior convenience
• more scope for packaging innovation
• greater versatility in product formats
• beverage formulators are particularly skilled at making most things taste good
• consumers are more willing to experiment with beverages
• better margins encourage innovation.

The largest individual segment of the US kids’ food and drink market is beverages, and it’s a similar story in Europe.

Marketing Kids’ Healthy Beverages begins with a concise 19-page summary of six possible strategies that beverage companies can follow whether they are renovating an old brand, as illustrated by the case study of Nestlé Juicy Juice and Britvic Fruit Shoot, or creating a new brand, as illustrated by the case studies of Crayons and Froose.

The report then sets out, over 38 pages, 10 detailed case studies based on interviews with the companies concerned and supported by supermarket sales data. They are:

• Nestlé Juicy Juice
• Smartfish
• Fruit Shoot
• Y Water
• Magic Fruit Potions
• Froose
• Republic of Tea
• Crayons
• The Switch

These case studies cover a wide range of possible categories and benefits including:

• Immunity
• Omega-3
• Free-from
• All-natural
• Digestive health
• Packaging innovation
• Teens and “tweens”