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The Changing Face of Food and Beverage Products for Children

Posted: August 4, 2008

Products targeted at children have played host to a frenzy of innovations recently, with global introductions for children’s food and beverage products increasing by more than 50% from 2003 to 2007, according to Mintel’s Global New Products Database GNPD. Much of this innovation has manifested itself in original products that are appealing to parents from a nutritional standpoint, while also remaining aesthetically and flavorfully alluring to children.

Novel Appeal

The rise of healthy choices in typically indulgent categories has redefined how consumers think about nutritious foods and beverages. Those products offering unique flavors combined with novel concepts or experiences are likely to resonate with younger consumers. Although these products don’t generally appeal to the more sophisticated palates of their parents, treats providing nutritional value and benefits along with new, intriguing experiences for children are likely to please both parties.

In the United States, a new genre of frozen treats has been created with the recent introduction of Pickle Sickle Pickle Juice Popsickles. Targeted to children, the salty sachets contain pickle juice and can either be frozen into a popsicle or drunk directly from the tube. Described as a “tongue curling treat” originating from Texas, Pickle Sickles are also positioned as a healthy alternative indulgence for children to replace traditional sugar-based frozen treats.

Also in the United States, Yoplait Go-Gurt Fizzix Fizzy Yogurt Snacks bring together the goodness of yogurt with a blast of carbonation for a fruit-filled fizzy experience. These yogurt treats contain vitamins A and D and are available in a range of kid-friendly flavors, including Triple Berry Fusion, Fruit Punch Charge, Blue Raspberry Rage, Strawberry Watermelon Rush, Wild Cherry Zing and Strawberry Lemonade Jolt varieties.