Innocent launches kids juicy water range: helping kids reach their 5-a-day

• Innocent, the no.1 chilled kids drink brand in GB^[2], is launching a new Innocent kids juicy water range, with two variants – apples & strawberries, and apples & mangoes – both contain no added sugar
• The range is designed to help parents give their children more portions of fruit, and its launch is being supported by an integrated marketing campaign 

Working closely with Coca-Cola Europacific Partners (CCEP), Innocent drinks, the nation’s most trusted kids drinks brand^[3], has launched a new range: innocent kids juicy water, available in apples & strawberries, and apples & mangoes variants.

Innocent is the no.1 chilled kids drink brand in the GB off trade in value terms^[4], and is the nation’s most trusted kids drinks brand^[5] – purchased by over 1.3 million households every year^[6].

Innocent kids juicy water

Both drinks are school lunchbox compliant, containing no added sugar, sweeteners or artificial flavours, made with 70 per cent real fruit, a splash of water, and natural flavours, and count as one of the recommended ‘5-a-day’.

With only 12% of UK children getting their ‘5-a-day’^[7], and 63%^[8] of parents in the UK worrying that their child does not get enough nutrients from their diet, the launch aims to help kids enjoy more fruit and vegetables, more easily.  In consumer testing, both variants outperformed other kids’ juice drinks in taste, refreshment, and natural ingredients^[9].

The playful new carton design features fruit font and centre to deliver maximum stand-out on shelf.

Both variants will be available in 200ml cartons and will roll into convenience stores from 5^th April – following an exclusive initial launch into 549 Burger King restaurants across the UK, as a worldwide first-to-market.

‘They’ll think you’re spoiling them’

The launch will be supported by an integrated marketing campaign including OOH advertising encouraging parents to give their kids a refreshing drink that’s one of their ‘5-a-day’. Convenience retailers can request Innocent kids juicy water POS materials and download digital assets from My.CCEP.com, to help bring the launch to life in-store.

Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Innocent continues to lead the way in providing innovative healthy drinks and this launch is another great example. Innocent kids juicy water is a blend of real fruit, water and natural flavours that comes in two recipes; apples & strawberries and apples & mangoes both of which contain no added sugar. The launch offers a new healthy and convenient drinks option for children.

“We’re encouraging retailers to get behind the launch with in-store POS and digital assets to support visibility, drive engagement, and incremental sales in the category.”