True Drinks: The kids' beverage market is underserved and stagnant
By Elaine Watson
- Last updated on
Next we heard from Lance Leonard, CEO of True Drinks - brand owner of AquaBall: a zero-calorie, vitamin-infused beverage for kids sweetened with stevia in distinctive ball-shaped bottles emblazoned with Disney and Marvel characters - which believes the kids' beverages category is "underserved and stagnant".
AquaBall - which was launched in 2012 and has since gained authorization in 25,000+ stores from Safeway and Kroger, to Rite Aid and Walmart - has gained traction so rapidly because parents want their kids to get their vitamins and stay hydrated without drinking a ton of empty calories and guzzling so much sugar, said Leonard. Kids, meanwhile, love the taste, the characters and the bottles, and as a result, AquaBall is the "fastest growing brand in the category", he claimed.
The next step for the brand is to explore other opportunities in functional beverages around immunity, probiotics and protein, he said.