A new range of kid's drinks from Del Monte launched on the UK market, have been aimed at 7-13 years olds and of course their mums, who are the ones who normally do the weekly shop.
The flavours are aimed to appeal to children – blends such as pineapple and raspberry and cherry and lime. The products have 15% juice and also include a vitamin blend which creates the unique selling point for the brand - B5,B6,B12 and folic acid have been added to help combat tiredness and fatigue. This helps learning and gives stamina to growing brains. The products also have no added sugar which is high on a parents list of important attributes for a juice drink.
Dennis Christou, VP of Marketing at Del Monte in North America, explains, "In order to appeal to this target market, we undertook some research online and also with a school who tasted all the products and rated a range of design options for the packaging. From this and the online research, the final flavours were developed and packaged."
In designing the packaging the main requirement was that it should stand out on the shelf and be unique. Bright colours were chosen to catch the eye of consumers, the packs also have activities and brain teasers for kids. There is also a website www.fruit-burst.co.uk which has lots competitions, activities and games for children and is an extension of the packaging.
Christou states that there was a gap in the UK market for a new fruit drink, "In the UK, the ambient kids juice drink fixture is dominated by a few brands based on more usual flavours (orange, apple ,etc) and low fruit juice content. We felt that there was scope for Del Monte® Fruit Burst to contribute something exciting and different to the category and, as long as the products were competitively priced, then there was a real chance of success."
Del Monte® Fruit Burst comes in 5 flavours; fruity pineapple and raspberry, sherbet lemon orange and lime, sour apple and strawberry, cool cherry and lime, sweet apple and blackcurrant.
