Growing up from its former TummyTickler and BellyWashers kids juice brands, In Zone Brands Inc., Atlanta, combined the sibling brands into one and rebranded them under the universal brand name good2grow. The result is a better-for-you juice brand that incorporates lessons learned from the company’s more than 12 years of experience in the market. The new brand identity made its debut at retail at the end of January.
Through market research, In Zone Brands discovered that a sub-segment of the consumer population, which the company calls “Healthy Hoverers,” was not interested in the original 100 percent juice brands, explains Chief Marketing Officer Carl Sweat.