Actress and experienced CPG investor Kristen Bell announced today that she has joined PLEZi, the kids drink brand co-founded by former First Lady Michelle Obama, as an investor and brand partner to grow brand awareness and accessibility.
“Kristen Bell is a perfect match – she shares our deeply held vision of doing whatever we can to help parents raise a healthier generation of kids,” said Obama in a statement. “She’s passionate, genuine, and funny, too – I can’t think of a better partner to help us reach even more parents, kids, and families.”
The partnership was born out of a shared commitment to great-tasting, parent-approved healthier products. As a brand partner, the Frozen actress will leverage her platform to spotlight PLEZi’s products and arm parents with nutrition information – such as concerns around added sugar or the benefits of added fiber – to help families build healthier, realistic habits, according to COO Anup Shah.
“As a mom, I get fatigued with how challenging it is to get my kids to make healthy food and drink choices. And I know from experience that taste is my kids’ first priority,” said Bell in a statement.
“She continued, “[PLEZi’s] mission and practical approach to providing healthier options for parents and kids is exactly what I have been searching for. In our home, I cannot keep my kids away from PLEZi products. They get what they want, and I know it’s a healthier choice.”
Bell is no stranger to the CPG world; she is the co-founder of This Bar Saves Lives, a granola bar company that donates lifesaving malnutrition packets to children in Haiti, South Sudan, Ethiopia, and Somalia for every bar sold. Since launching in 2013, the company has donated more than 30 million packets of food. Additionally, Bell participated in cottage cheese maker Good Culture’s $64 million Series C funding round in 2022.
Launched in 2023, PLEZi’s products are aimed at providing parents with better-for-you drink options for their kids. The brand’s inaugural, four-SKU line of beverages – available in Tropical Fruit Punch, Orange Smash, Apple Splash, and Blueberry Blast – are sweetened with stevia and monk fruit and has 75% less sugar than average leading 100% fruit juices, PLEZi claims. The flagship line is currently sold at over 5,000 retailers nationwide including Walmart, Target, and Sprouts, among others.
In March, the brand released its PLEZi FIZZ line extension, a carbonated version of its fruit juice drinks designed to attract older consumers, aged six “through teenagers and beyond” before they develop a liking for sugary soft drinks. Offered in Cherry Limeade, Lemon Lime Squeeze, and, Strawberry Lemonade flavors, the carbonated beverages contain 2 grams of fiber and nutrients such as potassium and Vitamin C. According to PLEZi, Each 8.4 oz. can of PLEZi FIZZ contains 70% less sugar than the average leading soft drink. The carbonated products will be available on Amazon and roll out to 7-Eleven and select club stores in the coming months.
After listening to consumer feedback, PLEZi is now gearing up additional formats, including multi-serve bottles in Apple Smash and Island Punch varieties and 6.75 oz. juice boxes in the original Tropical Fruit Punch, Orange Smash, Apple Smash, and Blueberry Blast varieties. The juice boxes are now rolling out across Target, Walmart, Kroger, Albertsons, HEB, and Sprouts.
“We are focused on identifying key categories where we can truly make a difference in delivering healthier products for kids, especially by reducing sugar and sweetness and providing more nutrient-dense options,” said Shah. “We’re looking at this when it comes to other beverage categories and snacks too.”
According to market researcher Future Market Insights, the global kids’ food and beverage market size reached $138.8 billion in 2023 and is projected to hit $253.3 billion by 2033, growing at a CAGR of 6.2%.