VERNON HILLS, Ill. — Innovation in the kids’ beverage aisle might be a hard thing for manufacturers to achieve nowadays. The dynamic pace of the market and the growing influential role children are playing when it comes to choosing what they want to drink and put in their lunchboxes adds even more complexity to the equation.
Leading coconut water brand Vita Coco® has taken on the challenge and recently launched a new line of coconut waters targeting children. Alongside an innovative product, Vita Coco is using packaging to standout further on the shelf—Tetra Pak’s Tetra Wedge® Aseptic carton, a proven success in several other markets with kids, tweens and young adults.
Tetra Wedge Aseptic was the perfect choice for the new children’s product. The carton is easy-to-hold and supports Vita Coco’s commitment to healthful products and the environment since it is made from renewable material and is recyclable.
Vita Coco’s co-founder, Michael Kirban, is father to a 2-year-old daughter and 8-month-old son. Says Kirban: “My children were the inspiration for the Kids line. After becoming a parent it was frustrating to see how many artificial, sugary drinks were being marketed to children their age. I knew Vita Coco could create a healthier drink for kids, and we did.”
“Tetra Wedge Aseptic is a good choice for brands targeting kids, tweens and young people seeking ways to express their personality because of its modern, attractive and trendy look,” said Suley Muratoglu, Vice President, Marketing and Product Management, Tetra Pak US and Canada. “The package has a unique wedge shape that is easy to hold and convenient for on-the-go, but at the same time brings that modern, fun and edgy aspect which kids and tweens are attracted to.”
Distinctive and highly visible on the shelves, Tetra Wedge Aseptic provides brands a billboard effect for promoting new products and flavors. It is part of Tetra Pak’s shelf safe portfolio, which keeps the product safe without the need for refrigeration or added preservatives, so consumers can take it everywhere—on-the-go to school, sports practice or a snack break.
Like all other Tetra Pak cartons, it is designed with the environment in mind: it is recyclable and composed of 70% paper on average, a renewable resource from selectively harvested, regrown trees. The cartons also have a low carbon footprint throughout their entire life cycle because they are lightweight, compact and made mainly of a renewable resource.
The new Vita Coco Kids line of coconut water beverages is made especially for children ages 2 to 8 and it is available in three new flavors – Apple Island, Paradise Punch and Very Cherry Beach. It will be available at major retailers nationwide starting July, including Target and online at Amazon, for a suggested retail price of $4.99. Each Vita Coco Kids pack includes six, 6 fl. oz. drinks.
ABOUT TETRA PAK
Tetra Pak is the world’s leading food processing and packaging solutions company. Working closely with our customers and suppliers, we provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries around the world. With more than 23,000 employees based in over 85 countries, we believe in responsible industry leadership and a sustainable approach to business. Our motto, “PROTECTS WHAT’S GOOD™,” reflects our vision to make food safe and available, everywhere.
ABOUT VITA COCO
Vita Coco® is the brand that started America’s craze for fresh coconut water. Informed consumers, pro-athletes, health & diet experts and in-the-know celebrities have all become fans of coconut water, swearing by the Vita Coco brand for its delicious flavor, hydrating properties and replenishment benefits. Celebrities (and mothers) including Madonna and Demi Moore are investors in the Vita Coco brand. Available at over 75,000 stores, Vita Coco is one of the most sought-after beverages in the country.