Juicy Juice ups the ante for back-to-school season

By Beth Newhart

- Last updated on GMT

Each new drink has a single serve option, designed for lunch boxes, after school activities and snacks
Each new drink has a single serve option, designed for lunch boxes, after school activities and snacks

Related tags Juice Juice drinks Protein Whey protein Organic flavored water

The traditional juice model is getting refreshed at Juicy Juice, a kids’ beverage brand in the US. New organic and high protein offerings are part of a better-for-you campaign.

Juicy Juice already produces 100% juice products with no sugar added, but the current health-conscious climate in the US is forcing brands to do more. Consumers want clean labels and function out of their food and drinks, leading to rebrands and innovation.

As part of Juicy Juice’s back to school campaign, it’s introduced three new beverages this month. The Connecticut-based brand was founded in 1977 and is owned by Harvest Hill Beverage Company.

The new Fruitifuls Organic drink has 45% less sugar than the average juice with a half cup of fruit in each 8oz serving. The line comes in Apple, Fruit Punch and Grape, in both single serve juice boxes and a 59oz bottle.

The Juicy Juice + Protein juice pouches have 5g of whey protein per serving, and is one of the first shelf-stable and protein-forward drink marketed to kids. It’s also high in Vitamin C and comes in 6oz pouches in Orange and Fruit Punch.

Juicy Juice Juicy Waters is the brand’s first flavored water, made with no added sugars or sweeteners. The juice boxes come flavored in Fruit Punch, Orange, and Strawberry Watermelon. Each new drink has the single serve option, making them ideal for school lunches.

Along with the new launches, Juicy Juice is partnering with nutritionist Mitzi Dulan, RD, CSSD, to advise parents on “the importance of making better snack and mealtime choices.”​ The ‘back to school tips’ can be found the Juicy Juice website.

"The functional benefits found in Juicy Juice's new innovations are important to help children start the new school year strong and balance all the activities that come with it,"​ Dulan said.

Ilene Bergenfeld, CMO at Harvest Hill Beverage Company, said "We're excited to partner with Mitzi to help parents pack the goodness that kids deserve and need in their everyday activities, especially come school time. Our expanded line of better kids' beverages provide solutions that parents and kids love."

Dulan’s tips include kids in the grocery shopping, and encourages parents to keep their children in nutritious diets of protein, quality carbs, healthy fats and fiber.

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