LOS ANGELES (February 27, 2011) – eauVolution, Ltd announces the StartSmart campaign featuring Luna and Lara®, an all new flavored bottled water range specially formulated for children featuring a variety of tastes kids and parents will love. Created by Big kids for not?so?big kids, Luna and Lara provides a fun, healthy alternative to high?calorie, high?sugar sodas and concentrated juices.
Luna and Lara’s StartSmart Campaign challenges people of all ages, especially children, to make a healthy new start to the school year by drinking water instead of sugary juices, sodas and high fructose beverages. Why not start each day with a commitment to staying hydrated with Luna and Lara’s pure spring water? The benefits are well known and scientifically proven, including improved concentration, reduced fatigue, and fewer headaches. “The StartSmart Rule” calls for children to commit to drinking water at least four times a day, specifically at breaktimes, lunchtimes, snacktimes and teatimes.
Children and Water 72% of schools do not provide drinking water, thus the need to pack bottled water in the lunchbox for breaktimes and lunchtime. Most children go through life dehydrated, causing them to suffer decreased levels of concentration and energy, as well as headaches. The alternatives to water contain large quantities of sugar, including the vast majority of juices and juice-based drinks. The sugar in these drinks is proven to contribute to childhood obesity.
Childhood Obesity The New England Journal of Medicine states, “Sugar-sweetened beverages (soda sweetened with sugar, corn syrup, or other caloric sweeteners and other carbonated and uncarbonated drinks, such as sports and energy drinks) may be the single largest driver of the obesity epidemic. A recent meta-analysis found that the intake of sugared beverages is associated with increased body weight, poor nutrition, and displacement of more healthful beverages; increasing consumption increases risk for obesity and diabetes; the strongest effects are seen in studies with the best methods (e.g., longitudinal and interventional vs. correlational studies); and interventional studies show that reduced intake of soft drinks improves health.1 Studies that do not support a relationship between consumption of sugared beverages and health outcomes tend to be conducted by authors supported by the beverage industry.
Sugared beverages are marketed extensively to children and adolescents, and in the mid-1990s, children’s intake of sugared beverages surpassed that of milk. In the past decade, per capita intake of calories from sugar-sweetened beverages has increased by nearly 30%; beverages now account for 10 to 15% of the calories consumed by children and adolescents. For each extra can or glass of sugared beverage consumed per day, the likelihood of a child’s becoming obese increases by 60%.. (April 8, 2009 NEJM.org)
Childhood Diabetes is on the rise because of poor diet and a sedentary lifestyle, according to Dr Tony O’Sullivan, policy committee chairman of the Diabetes Federation of Ireland. “Raised in an environment where a sedentary lifestyle and an unhealthy diet are prevalent, children are likely to adopt these habits and carry them into adulthood. Nowhere can this be seen more than in the diagnosis of type 2 diabetes in children, something that was unheard of in the past.”
‘There used to be a huge divergence in the diagnosis of diabetes. Type 1 was generally seen in five to 20 year-olds, then there was a big gap and type 2 was found in 50 to 80 year-olds. Now there is no gap and children as young as 12 are being diagnosed with type 2’, Dr O’Sullivan said. (source: Irish Health)
Luna and Lara is excited to offer a healthy organic beverage with absolutely NO sugar, NO artificial flavors, colors and/or unnatural additives. In contrast to the high?fructose corn syrup found in other children’s soda and juice products, Luna and Lara Pure Spring Water, Tabby Apple Spring Water and Tara Strawberry Spring Water contain 100% pure Artesian spring water. Tara Strawberry and Tabby Apple are flavored with organic ingredients, and then sweetened with Sucralose, a zero calorie sweetener widely known for its safety and stability.
Luna and Lara is the first international children’s bottled water brand to take an educational and highly entertaining approach to teaching children the importance of drinking water from morning till night. Their “Daily Guide to Drinking Water” uses engaging characters and pop music to drive home the message that drinking water four times a day is the best thing that a young person can do to improve and maintain a healthy lifestyle.
“Luna and Lara have a message that’s right. Always drink water from morning till night” and “Let’s drink with Luna and Lara! Four times a day just like Tabby and Tara” are just two of the many educational hooks found in the theme songs for the brand.
Founded in 2006 by Miss Fiona McSharry, eauVolution is a drinks development, marketing and branding company based in London. Luna and Lara is available within the United States through Purifinder, Inc.