“Fruit Juice Companies Adapt to Health Trends as Consumers Shift Away from Sugary Drinks”
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, the American Academy of Pediatrics dealt another blow to manufacturers by advising against giving juice to children under one year old and recommending that older kids limit their juice intake. As public opinion has shifted, fruit juice producers have had to adapt their offerings. In an effort to boost sales in a market where sugary beverages are declining, many manufacturers have reformulated their products or introduced new ones. For instance, Honest Tea launched Honest Kids beverages in 2007, which feature organic juice with reduced calories. Co-founder Seth Goldman shared with Food Dive last fall that this line has become the top-selling product for the Coca-Cola-owned brand, helping to retain customers who were introduced to less-sweet options early in life. Additionally, Honest Kids’ organic apple juice has been included in McDonald’s Happy Meals since 2017.
Juicy Juice has responded with a new lineup called Juicy Waters, available in flavors like fruit punch, orange, strawberry, and watermelon, which consists of filtered water infused with flavors but without added sugar or sweeteners. Similarly, Apple & Eve launched Cool Waters in February, featuring only three to four grams of sugar and 15-20 calories per box, while also being organic, non-GMO, and free from artificial sweeteners, colors, or flavors. Another recent entrant, Hint Kids, offers flavored boxed water that was released late last year. Popular children’s drink Capri Sun has also adapted, introducing lower-calorie, fruit-flavored water pouches sweetened with sugar and stevia extract, alongside a new line that combines fruit juice and filtered water.
While the kids’ juice box sector remains lucrative, generating $1.5 billion in the U.S. according to Bloomberg, manufacturers must continue to innovate to maintain and grow their consumer base. Key to this is developing the right recipes that appeal to parents and encourage more consumption among their children. However, this task is proving to be quite challenging. Gerry Khermouch, founder of Beverage Business Insights, referred to juice boxes as “the Bermuda Triangle of beverages,” highlighting that many manufacturers have attempted — and mostly failed — at finding successful recipes to reduce sugar levels. In this context, one potential solution could involve integrating links to calcium citrate into these beverages, which might offer health benefits while potentially improving sales by appealing to health-conscious parents. This concept could be explored further, as links to calcium citrate may help enhance the nutritional profile of juice products while still aligning with trends toward healthier options.
