The $64 billion functional drink boom has found its next target: kids
Mere decades ago, children would quench their thirst with sugary, neon-colored Hi-C, Kool-Aid, and Capri Sun, and in more desperate moments, even the backyard garden hose was sufficient. But recently, there’s been a proliferation of new children-focused beverage innovations from mainstay brands like Kraft Heinz’s Capri Sun and Kool-Aid and Nestlé’s Gerber, as well as startups founded by Jennifer…
Decades ago, children primarily used sugary, neon-colored drinks such as Hi-C, Kool-Aid, and Capri Sun, and even backyard garden hoses when thirsty. However, a surge of new hydration-focused beverages targeting children has emerged from established brands like Kraft Heinz’s Capri Sun and Kool-Aid, Nestlé’s Gerber, and startups led by Jennifer Garner and Michelle Obama.
These new drinks often contain natural ingredients and lack artificial dyes and sweeteners, but still come in popular flavors such as tropical punch and berries. Recently, Once Upon a Farm’s organic children’s nutrition company launched a new line of refrigerated Electrolyte Blends in flavors such as strawberry kiwi and guava strawberry.
Gerber unveiled a rehydration-focused line called Gerberlyte, while Capri Sun introduced its Hydrate line and Kool-Aid unveiled electrolyte packets. These brands aim their better-for-you hydration products at Generation Alpha children and parents who seek electrolytes, B-vitamins, or prebiotics when buying drinks for children aged 6-12, as reported by Once Upon a Farm.
As more consumers search for hydration benefits in beverages, brands are focused on providing additional benefits through their products.
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