“For kids’ drinks products to succeed, they need to appeal to both kids and parents alike,” says Anders Olsson, Marketing Director, Tetra Pak UK. “Nutritional content and, increasingly, the product’s environmental credentials hold the most sway with parents, whilst marketing initiatives, competitions and colourful, fresh packaging are long-proven to appeal to children.
“One of the challenges of this market is remaining appealing to new generations of children, something old favourites like Ribena have done well over the years.
“Calypso and Panda Juices are two good examples of how marketing strategy, coupled with product or packaging redesign, can help keep products ‘fresh’ and appealing for children, and even more importantly, their parents.”
Calypso Jubbly Smoothie
Calypso’s Jubbly Smoothie range, which won Best New British Product at Alimentaria 2008, Spain’s leading grocery show, is a prime example of a new twist on an old classic.
Available in funky tetrahedral shaped Tetra Classic cartons, the home-freezeable juice smoothie range aims to cash-in on the smoothie taste and texture that is one of the current success stories in healthier soft drinks.
The Jubbly Smoothie is available in a choice of two varieties, Orange, Mango & Passion Fruit, and Strawberry & Banana. Each Jubbly Smoothie contains 70 per cent pure juice and crushed fruit, and is supplied in packs of 10 for home freezing.
Recognising that parents are increasingly concerned about giving their children healthy food and drinks, the Panda brand has extended its portfolio of fun drinks for kids with the launch of the Panda Juice range, which has been created specifically for the schools market.
The Panda Juice range is a perfect healthy treat for the lunchbox. The delicious juices contain 70% fruit juice and 30% water, with nothing else added! This means that there’s no added sugar, no added sweeteners, no added colours, no added flavours and no preservatives. What’s more, the range fully complies with the current School Food Guidelines, and its ingredients have been selected to ensure they comply with the new stringent requirements which came into force from September 2007.
The range includes popular flavours such as ‘Apple, Strawberry & Banana’, ‘Orange and Lemon & Lime’, which are packaged in handy, lunchbox-sized 250ml Tetra Prisma Aseptic cartons, each containing ‘1 of your 5 a day’ in terms of recommended daily portions of fruit and vegetables. And because the cartons have a fully brandable surface, the fun, vibrant and colourful packaging clearly communicates the key health messages to consumers.
Tetra Pak Ltd
Tel: 0870 442 6600