“We know through all of our research … that a kid is not [just] a kid,” says Carl Sweat, chief marketing officer of In Zone Brands Inc., Atlanta. To recognize the various levels of childhood, the company’s good2grow brand segments kids into three age segments, with specific products and packaging geared toward each.
The first segment is children under the age of 2, Sweat explains. Because pediatricians recommend a maximum serving size for juice of about 4 ounces for this age group, good2grow offers special 4-ounce bottles for these little consumers, he says. The characters affixed to the patented Sippa tops on these bottles also are more geared to the interest of this age group and are more “baby- or toddler-looking,” he adds.