According to a presentation by Chicago-based Mintel at this year’s Institute of Food Technologists (IFT) Annual Meeting & Food Expo, 89 percent of U.S. parents say they are likely to purchase breakfast foods that their children ask for, and about 40 percent say they will buy a treat for their kids if they ask for it. 

When Rose Cameron spoke with Beverage Industry for its August 2012 edition, the Wat-aah founder and chief executive officer expressed the roots of her mission to convince kids that water can be a cool drink. But in order to make water the No. 1 hydration choice for kids, Cameron knows it will take building an emotional desire toward the Wat-aah brand to accomplish that goal.

New York-based Wat-aah is partnering with teen pop stars the OMG Girlz for a multi-faceted, national TV, retail, print and digital campaign for its line of premium functional water for kids and teens.

When I asked my friend’s 5-year-old son what I should write my column about this month, he suggested Scooby-Doo or Batman.

Wat-aah! Foundation, an organization founded by the New York City-based Wat-aah! brand of functional bottled water for kids and teens, announced the third annual Move Your Body 2013 event will take place in New York City and Los Angeles on Wednesday, May 1, at 1:42 p.m. EDT/10:42 a.m. PDT. The annual nationwide youth exercise event in support of First Lady Michelle Obama 's Let's Move! initiative will involve 250,000 kids from more than 600 schools across the country.