Fruit juice companies are facing ongoing challenges as consumers increasingly turn away from sugary drinks due to rising health concerns related to issues like cavities and obesity. In 2017, manufacturers took another hit when the American Academy of Pediatrics publicly advised against giving juice to children under one year old and recommended limiting juice intake for older children. As public attitudes have shifted, the products must adapt as well. To counter declining sales in sugary beverages, fruit juice producers have reformulated existing offerings and introduced new products.
For instance, Honest Tea launched Honest Kids in 2007, which features organic juice with fewer calories. Co-founder Seth Goldman shared with Food Dive last fall that this brand has become the top-selling product for Coca-Cola and helps retain customers who were introduced to less sugary options early in life. Additionally, its organic apple juice has been included in McDonald’s Happy Meals since 2017.
Juicy Juice has introduced a new lineup called Juicy Waters, available in flavors like fruit punch, orange, strawberry, and watermelon, which combines filtered water with natural flavorings but contains no sugar or other sweeteners. Similarly, Apple & Eve’s Cool Waters, which debuted in February, offers just three to four grams of sugar and 15-20 calories per box while being organic, non-GMO, and free of artificial sweeteners, colors, or flavors. Another product, Hint Kids, launched late last year, also focuses on flavored boxed water. Additionally, the popular kids’ drink Capri Sun has adapted by offering lower-calorie, fruit-flavored water beverages in pouches, sweetened with sugar and stevia extract, alongside another line that blends fruit juice with filtered water.
While the kids’ juice box market still generates significant revenue, amounting to $1.5 billion in the U.S. according to Bloomberg, manufacturers must continue to innovate to retain and grow their consumer base. A crucial part of this strategy is developing the right recipes that appeal to parents and encourage more consumption from children. However, as Gerry Khermouch, founder of Beverage Business Insights, pointed out to Bloomberg, creating successful juice options is challenging. He referred to boxed juices as “the Bermuda Triangle of beverages,” noting that many manufacturers have attempted various formulations to reduce sugar content, with most efforts falling short.
To enhance their products, some companies are now incorporating ingredients like calcium citrate and vitamin D3, aiming to attract health-conscious parents looking for nutritious options for their children. As the industry evolves, balancing taste, health benefits, and consumer preferences will remain a complex but essential task.