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Marketing Kids’ Healthy Beverages: Ten key case studies

Published by: New Nutrition Business

Published: Aug. 1, 2009 - 72 Pages


Table of Contents


1. Executive summary

2. Six strategies in kids’ healthy beverages

Case studies

Immunity and omega-3

Case study 1: Nestlé Juicy Juice

Case study 2: Smartfish

Water and fruit juice

Case study 3: Fruit Shoot

Case study 4: Y Water

Case study 5: First Juice

Case study 6: Magic Fruit Potions

Case study 7: Froose

Tea

Case study 8: Republic of Tea

Teens and Tweens

Case study 9: Crayons

Case study 10: The Switch

Abstract

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”


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