Soft drinks brand Feel Good is taking on Fruit Shoots and Innocent Kids with the launch of its first children’s range of juices, which it claims is healthier and more refreshing than the competition because of its high water content.
Feel Good Kids would make up 30% of total sales over the next two years, Feel Good co-founder David Wallwork told The Grocer, adding that although the juice market was congested, parents and children alike would respond well to its unique proposition.
Smoothies were simply not thirst-quenching enough, he said. “There are loads of fruit-based kids drinks out there, but smoothies, although thick and nutritious, are not refreshing and are also generally a more expensive option,” said Wallwork.
“Parents ideally want kids to drink water – but that’s boring, so we have blended Feel Good Kids with one third water to two thirds juice.
“Other kids’ juice brands compete with smoothies by being cheaper, but can be absolutely packed with sugar or artificial ingredients. Ours are free of nasties and provide one of your five portions of fruit and veg a day. Mums told us these juices were the best of a bad bunch,” added Wallwork. “Our proposition is straightforward in that it is fun yet healthy and sensibly priced. There are not many brands doing this.”
The launch will be accompanied by a new kids’ website, sampling and continued television advertising for Feel Good on E4.
The range is available in raspberry, strawberry & blueberry; orange, pineapple & banana; and blackcurrant, apple & grape flavours, at an rsp of 90p for a 250ml bottle.
Despite the wet summer, Feel Good was recording 25% sales growth on last year and was on target to reach £10m in turnover this year, said Wallworth.
Feel Good Kids would make up 30% of total sales over the next two years, Feel Good co-founder David Wallwork told The Grocer, adding that although the juice market was congested, parents and children alike would respond well to its unique proposition.
Smoothies were simply not thirst-quenching enough, he said. “There are loads of fruit-based kids drinks out there, but smoothies, although thick and nutritious, are not refreshing and are also generally a more expensive option,” said Wallwork.
“Parents ideally want kids to drink water – but that’s boring, so we have blended Feel Good Kids with one third water to two thirds juice.
“Other kids’ juice brands compete with smoothies by being cheaper, but can be absolutely packed with sugar or artificial ingredients. Ours are free of nasties and provide one of your five portions of fruit and veg a day. Mums told us these juices were the best of a bad bunch,” added Wallwork. “Our proposition is straightforward in that it is fun yet healthy and sensibly priced. There are not many brands doing this.”
The launch will be accompanied by a new kids’ website, sampling and continued television advertising for Feel Good on E4.
The range is available in raspberry, strawberry & blueberry; orange, pineapple & banana; and blackcurrant, apple & grape flavours, at an rsp of 90p for a 250ml bottle.
Despite the wet summer, Feel Good was recording 25% sales growth on last year and was on target to reach £10m in turnover this year, said Wallworth.
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