PLEZi, the kids beverage brand co-founded by former First Lady Michelle Obama, is looking to win over a greater share of the category with the launch of PLEZi FIZZ, a carbonated version of its fruit juice drinks.
The brand, launched in 2023, is aimed at providing parents with better-for-you drink options for children, a mission that now takes it into a slightly older demographic and aims to reach them before they develop a taste for sugary soft drinks.
The beverages will launch in three flavors – Cherry Limeade, Lemon Lime Squeeze and Strawberry Lemonade – and contain 2 grams of fiber, nutrients like potassium and vitamin C. PLEZi products do not contain added sugar and, according to the brand, one 8.4 oz. can of PLEZi FIZZ contains 70% less sugar than the average leading soft drink.
“I’ve dedicated so much of my life to helping kids and families lead healthier lives. As First Lady, I worked to rally every sector of society toward this goal,” said former First Lady Michelle Obama, co-founder and strategic partner of PLEZi Nutrition, in a press release. “While I’m proud of all we accomplished during those years at the White House, I’ve also learned that to truly push the food and beverage industry to do better by our kids, you have to work from the inside.”
While the formulation and product tenets remain in line with PLEZi’s existing fruit-forward, no added sugar offerings, the flavor profiles and move into cans marks a significant extension for the brand. The new carbonated offering was designed to attract older consumers, aged six “through teenagers and beyond.”
“Our goal is to offer healthier, great-tasting products that will replace sugary drinks,” said PLEZi Nutrition co-chair Sam Kass. “Having a carbonated beverage not only helps us compete better with soda, but it’s also a response to consumers’ interest in a carbonated version of PLEZi, leading into our national launch this spring.”
The products will be available on Amazon and roll out to 7-Eleven and select club stores in the coming months. That strategy builds on the footprint of PLEZi’s initial flagship line, which is primarily sold at over 5,000 retailers nationwide including mass channel players like Walmart and Target as well as in natural with Sprouts Farmers and conventional grocery at select Kroger banner stores.
“Accessibility is critically important to us. We want to make sure that as many families as possible can access and afford PLEZi FiZZ to replace their sugary drinks, because basic health and nutrition should be a right for everyone, not just the privilege of a few,” said Kass.
The brand’s existing line comes in four flavors – Tropical Punch, Orange Smash, Apple Splash and Blueberry Blast. While the real fruit juice products contain naturally derived sugar, the brand has positioned itself around its nutritionals, which include fiber, vitamins and minerals and no added sugar contents. A 4-pack of PLEZi’s original line costs $3.33 at Walmart and $3.59 at Target.
Kass said the brand intends to seek placement with the new line anywhere kids and families are seeking “fun,” on-the-go beverage occasions: “We know that… water often does not win out.” That has informed its merchandising approach where it seeks to enable everything from impulse purchases at grab-and-go c-store coolers, and to bulk multi-flavor variety pack purchases in club stores.
“These formats align with what consumers have come to expect of each channel respectively,” said Kass. “Over time, we will use the learnings from these different merchandising solutions to inform new flavors and formats, always with an eye to delivering a best-in-class experience that is born of what people actually want.”