Gerber Juice Company is launching a range of drinks for young children based on the popular children’s TV show, Lazy Town.
The range is said to be free from artificial sweeteners, flavours, colours and preservatives.
The TV programme, which is aimed at two to six-year olds, promotes health by featuring aspirational characters who eat and drink healthily. Gerber’s juices and smoothies feature the three main characters from the show: Sportacus, Stephanie Sparkles and Robbie Rotten.
The range includes:
Super Squash, a natural squash, which is available in apple and raspberry, pink lemonade and orange and peach. The Super Squash has no stabilisers or preservatives and comes in a 1.5l carton which should be stored in the fridge after opening for up to 21 days. When diluted it contains 75% juice, delivering the equivalent of one portion of fruit per 250ml serving. The MRRP is £3.49.
100% natural smoothies in three flavours: strawberry and banana, apple and blackcurrant and orange and pineapple. They contain oat fibre, which delivers slow release energy, and the equivalent of one portion of fruit per 180ml. The smoothies come in 4 x 180ml cartons, an ideal format for packed lunches. The MRRP is £2.69.
Fit Fruits, a juice drink that comes in three flavours: apple and blackcurrant, lemon and lime and orange and peach. These are packed in 3x200ml cartons and contain 75% juice, which means they are lower in sugar than pure juice but still 100% natural and tasty for kids. They also provide the equivalent of one portion of fruit per 200ml serving. The MRRP is £1.49.
Water, this product directly supports the TV show in which Sportacus promotes drinking water to children. Lazy Town water is available in 6x330ml packs. The MRRP is £1.29.
Marnie Millard, commercial director of Gerber Juice Company, said: “We see a gap in the market for healthy drinks and water that actively promote kid’s health through a connection with a popular and aspirational programme like Lazy Town. We’re very proud of this association and we’re confident our new products will be perfect for parents who want healthy, convenient and appealing drinks for their children.”
The first products to hit the shelves will be the Lazy Town Fit Fruits, which launch in Sainsbury’s from 22 March 2012.