With children's beverages, it's what's inside that counts

10/17/2013 | BevNet.com

When adding children's beverages to the lineup, drink-makers must decide whether they want packaging to appeal to children or to moms. Brands such as Odwalla and Honest chose to keep branding for kids' drinks consistent with existing offerings, whereas True Drinks' AquaBall aims to grab children's attention with colorful characters and an eye-catching spherical bottle. No matter what packaging strategy brands choose, they should make sure consumers know what's inside. "The mom has become a much more savvy consumer. They’re not going to buy something because it looks bright and fancy. They want to know what’s in it," said True Drinks CMO Kevin Sherman.

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