IRVINE, Calif. — Today AquaBall™, a division of True Drinks, Inc. (TRUU) and the very first and only zero-calorie, sugar-free flavored water beverage for children, launched its first video advertising campaign visualizing the shocking amount of sugar children consume via beverages each year.
In each of 12 video spots, children are prompted to guess how much sugar they consume, then pull a rope to have the annual average come falling down on them in the form of sugar itself, marshmallows, lollipops, or other sweets. The first three released videos can be viewed at http://aquaballdrink.com/videos.
While playful and entertaining for children, AquaBall™ President and CEO Lance Leonard, the former Director of Global Customers for Nestle Waters, hopes these videos will strike a more serious chord with parents and shed light on the alarming overuse of sugar that drives the children’s beverage industry.
“In light of the global obesity and diabetes epidemic, I am shocked by the lack of response from industry leaders,” says Leonard. “They have done little to curb the soaring amount of sugar found in most leading drinks marketed to children, or to create healthier options,” he adds.
Recent syndicated data from Nielsen estimates domestic sales of kid’s beverages at approximately $880 million, however these estimates do not take into account club stores, leading True Drinks, Inc.’s management to believe the actual market generates at least $1.2 billion in annual sales.
“While Capri Sun is the clear leader in this industry, with nearly 50% market share, theirs and most other children’s beverages are still full of calories, sugar, artificial colors and sweeteners,” says Leonard. “More alarming are brands that deceptively market themselves as ‘half the sugar’ than leading varieties, while still containing nearly two teaspoons in each serving.”
“The door in the children’s market was left open for far too long,” he adds. “We’re incredibly excited to have introduced AquaBall as the first-to-market kids’ beverage with no sugar and no calories, and hope our video campaign will not only act as a wake up call to parents to more closely monitor sugar content, but spur an overall industry shift in the overuse of caloric sweeteners.”
About True Drinks, Inc.
True Drinks, Inc. (TRUU) is a beverage company with licensing agreements with major entertainment and media companies for use of their characters on its proprietary, patented bottles. AquaBall™ Naturally Flavored Water, the Company’s vitamin-enhanced water that was created as a 0 calorie, sugar-free alternative to juice and soda for kids, is currently being sold into mass-market retailers throughoutthe United States. For more information, please visit www.aquaballdrink.com andwww.truedrinks.com.