PepsiCo has announced the launch of Frutly, a new line of vitamin-infused juices aimed at teenage consumers.
The three-SKU line, available in Strawberry Kiwi, Fruit Punch and Apple Grape flavors, is aimed at “providing teens with flavorful hydration” and vitamins, according to the company. Each 12 oz. bottle contains 60 calories per serving, no artificial sweeteners or added sugar, and is made with a mix of water and fruit juice, with electrolytes added for taste.
Frutly is available now in singles (MSRP $1.29) and 4-packs of single flavors ($3.98) at national grocery chains including Kroger, Albertsons and SuperValu. The brand is currently in discussions to launch a 24-count pack and a three-flavor variety pack exclusively on Walmart.com, which to be followed by a move into the retailer’s brick-and-mortar stores in March.
With its press materials citing research showing that half of all children and adolescents in the U.S. are not adequately hydrated, Frutly is positioned to play a role within both Pepsi’s kids beverage and overall product diversification strategy. Last year, the company named sugar-free kids drink brand Hapi Water as the recipient of a $100,000 grant through its North American Nutrition Greenhouse program.
The introduction of Frutly follows the category trend of recent years, as other major beverage players such as Capri Sun and Nestlé (Pure Life Fruity Water), along with fast-growing independents (Good2Grow, Hint, RETHINK), have sought to introduce flavored water drinks for children as an alternative to juice and soda.
In response to emailed questions, Samantha Siegal, Senior Director of Ambient Juice Marketing at PepsiCo, called Frutly one example of the company’s “commitment to providing our consumers with innovative, better-for-you products” as well as to “building a stronger position in the marketplace so the ambient juice aisle can truly meet consumer demand.”
“Often viewed as a sea of sameness, we aim to provide differentiation through products that speak to unmet consumer needs, especially during these unprecedented times,” she said.