RETHINK Brands makes splash in kid’s drink category
Company launches RETHINK Juice Splash in Watermelon and Fruit Punch
RETHINK Brands, Columbia, Md., is launching RETHINK Juice Splash. With only 1 gram of natural sugar and no artificial sweeteners, RETHINK Juice Splash is positioned to be the new benchmark of health in the kid’s aseptic juice category, the company says. RETHINK Juice Splash launches nationwide with two flavors — Watermelon and Fruit Punch — and two more — Kiwi Strawberry and Strawberry Lemonade — coming in the second quarter.
The product line will be available in Walmart and Kroger locations across in the country starting in mid-March. Retail availability will continue to grow with seasonal resets achieving more than 8,000 points of distribution by August 2019.
RETHINK Juice Splash will serve as a complement to their RETHINK Kid’s Water line, which launched in 2018, and brings the company one step closer to its ultimate company goal of developing a comprehensive product portfolio capable of satisfying both child and mom, in terms of health, function, and flavor, it says.
By replacing a single legacy juice box with RETHINK Juice Splash — comprised of 95 percent water, naturally sweetened with 5 percent organic juice concentrate, and enhanced with organic monk fruit — the product can eliminate up to 20 percent of a child’s daily intake of sugar, the company says. The beverage line is USDA Certified Organic, contains no added sugar and has only 5 calories in each serving.
“We have seen low/no sugar, better-for-you options developed in food and snacks for kids, including candy, baby food, chips, bars, frozen meals, Lunchables, smoothies, and even Popsicles, however, it hasn’t happened in the world of beverage,” said Matt Swanson, founder and chief executive officer of Rethink Brands Inc., in a statement. “Put another way, healthy options for a human’s most important daily consumable, beverage, don’t exist for our most important humans, children. That simply makes no sense.”
RETHINK Brands intends to continue its pursuit to improve the healthy beverage options available to children today. In terms of both form and functional benefit, RETHINK Brands aims to rebuild a $5 billion category, left to decline, despite its incredible impact on the health of future generations, it says.