![]() ![]() “We’ve made our bet on the kids side, and that’s the biggest opportunity in our opinion,” Swanson said. The distribution gains are having “a halo effect” on the adult line, according to Swanson. The strategy is paying dividends: the products are now carried in over 10,000 retail locations nationwide, including Walmart, Kroger, Target and CVS. cartons and sold in 8-packs, the drinks contain no sugar or calories and come in several organic flavor varieties including Fruit Punch, Strawberry Lemon Mango, Apple, and Berry, along with an unflavored option.Ī few months after the launch of Rethink Kids, the company undertook a strategic pivot to de-emphasize its adult varieties, which come in unflavored one-liter and half-liter sizes, and instead focus its resources on the kids line. Launched in May 2017, Rethink Kids was positioned as a product line “focused on eliminating unnecessary waste both inside and outside the box.” Packaged in 6.8 oz. We had the opportunity to bring really meaningful innovation into a really large category.” And the same juice box I was drinking 25 years ago when I was five years old was the same juice box that kids are drinking today. “And they had challenged me to go look at the aseptic juice category, because it was acting very similar to CSDs and no one was really doing anything about it. “One of the ‘aha’ moments for me was when I was speaking with a retailer and I’d shown them a kids version of Rethink Water,” Swanson said. While environmental sustainability continues to be a core tenet of the company, it has since adopted a focus of “healthy hydration” centered around its kids line, which co-founder and CEO Matt Swanson views as a jumping off point to a broader portfolio of better-for-you beverage options. Rethink Brands, which markets water packaged in paper-based cartons, launched in 2016 with a mission to reduce plastic packaging in beverages. It makes sense: as parents increasingly turn to healthier options for kids, some executives see children’s drinks as a critical part of their futures. Honest is one of a handful of brands that are emphasizing kids beverages as a way to attract awareness and trial for the rest of their portfolios. “So we see foodservice as a great way to drive trial.” ![]() “What we’ve found is that when consumers see our product in a foodservice location, like a McDonald’s or a Chick-Fil-A or a Wendy’s, and they try it there, 74 percent of them are more likely to then purchase it at retail,” Koller said. “One of the things that we see is a huge opportunity with Kids to recruit families into our trademark,” Koller said. For many consumers, seeing Honest Kids in fast-food restaurants is the entry point to the Honest portfolio and a foundation for the beverage platform as children mature and families grow. The impact of foodservice distribution goes beyond sales. ![]()
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