Michelle Obama’s Plezi Nutrition is set to introduce a low-sugar carbonated fruit drink designed to encourage tweens and teens to opt for healthier beverages over sugary alternatives. The new beverage, Plezi Fizz, contains 70% less sugar (8 grams per 8.4 ounces) compared to the average leading soft drinks (28 grams per 8.4 ounces). It has no added sugars and is enriched with 2 grams of fiber along with essential nutrients like potassium and vitamin C, as stated by the company. This spring, Plezi Fizz will launch in three flavors: Cherry Limeade, Lemon Lime Squeeze, and Strawberry Lemonade.
Sam Kass, co-chair of the Plezi board and former White House chef under the Obama administration, mentioned that Plezi Fizz underwent testing against other beverages and popular brands. “Those tests far exceeded our expectations,” he noted in an interview. “We’re positioned well to compete.” However, he acknowledged that persuading young people to abandon sugary food and drinks will take time. “Providing genuinely better options that can compete in flavor and experience with major brands is essential. That’s where many have stumbled,” said Kass, who is a father of two young boys. “So yes, will this take a long time? Absolutely. Are we committed for the long haul? Definitely.”
According to the American Heart Association, children and young adults aged 2 to 19 consume an alarming 16 teaspoons of added sugar daily, which totals over 53 pounds annually. The association found that beverages, particularly soft drinks and fruit drinks, account for nearly half of this added sugar. This situation presents a significant opportunity for companies like Plezi Nutrition.
The soda market is becoming increasingly crowded with healthier options as both small and large companies target consumers seeking to reduce sugar intake. Prebiotic soda brands such as Poppi and Olipop have experienced remarkable sales growth recently, and major players like Coca-Cola, Keurig Dr Pepper, and PepsiCo have intensified their focus on zero-sugar offerings that resonate with consumers.
While Plezi’s mission is to develop healthier food and beverage products, its initial launches indicate a primary focus on drinks. The company’s first product, the namesake Plezi beverage, debuted last May as a healthier alternative to sodas and juices that do not benefit children’s health, aiming to foster healthier habits. This beverage, which includes water, fruit juices, and stevia leaf extract, targets school-aged children aged 6 to 12, particularly when they might find it challenging to choose milk or water.
Plezi Fizz caters to an older audience that prefers carbonated drinks. In both product lines, the company claims to “ace the taste test” while maintaining lower sugar levels and sweetness, helping children adjust their palates to crave less sweetness overall. Additionally, the drinks provide vital nutrients that children need, including calcium citrate 630, which supports bone health.
Plezi Fizz was introduced at Expo West and will be available on Amazon and at select convenience and club stores starting this spring. Dr. Shale Wong, a pediatrician and professor at the University of Colorado School of Medicine, emphasized in a Plezi statement that nearly two-thirds of U.S. youth consume sugary drinks daily. “We in the public health community have been advocating for decades for water consumption, but it is clear that families need better options if we want to improve the health of our country, especially for our children,” she stated. Wong is part of Plezi Nutrition’s “Kitchen Cabinet,” an advisory group of experts in nutrition, public health, and parenting that informs the company’s educational initiatives and product development.
Kass mentioned that Plezi is exploring another beverage opportunity, which is likely to launch early next year, with a subsequent focus on children’s snacks. He noted that Plezi could eventually expand into food and beverage products aimed at adults. “Definitely never say never on that,” he remarked. “I wouldn’t be surprised if opportunities arise in the future. But for now, our focus remains on doing what’s best for young people.”