Ocean Spray packs new cranberry kids drink in taller, slimmer drink-box

After soliciting input from kids ages 5-9, Ocean Spray (Lakeville Middleboro, MA) has introduced new Ocean Spray CRANTASTICS, a cranberry juice drink-box designed taller and slimmer than conventional juice-boxes. Targeted specifically for children, the new "slim-box" is easier for little hands to grab and hold and fits easily into kids' lunchboxes.

Available in three flavors, the colorful 200-ml "slim-box" of CRANTASTICS, packaged in eight-box multi-packs, meets the need for a healthy kids' drink in convenient packaging.

CRANTASTICS features three vitamin-fortified juice-drink flavors — Cranberry Punch, Cranberry Grape and Cranberry Orange. The 6.8-oz (200-ml) aseptic drink-boxes are available in eight-box multi-packs.

"Moms asked for a healthier product they can give to their on-the-go kids," says Jennifer Dimler, associate brand manager, Ocean Spray Cranberry. "The great taste, colorful packaging and fun size were a big hit with kids in tests, and moms will feel good about giving their kids a healthier alternative to soda."

All three CRANTASTICS flavors are fortified with essential vitamins and minerals, including 130% of the recommended daily allowance of Vitamin C and added calcium. CRANTASTICS also contain as much as twice the real fruit juice per serving as the leading juice-box brands.

Even though a number of juice-boxes currently on the market are specifically targeted to kids, there is no cranberry beverage option in juice-boxes. Kids under the age of nine account for more than 20% of all cranberry juice consumed in the United States, thus the rationale for CRANTASTICS in kid-friendly packaging.

The colorful "slim-box" is taller and slimmer than conventional drink-boxes, appealing to children.

The 200-ml "slim-box" from Tetra Pak offers an attached straw and colorful graphics. After detaching the straw from the package, kids then poke it through the foil tab closure decorated with a character named ‘Cran-Dude.' The straw actually gets poked through Cran-Dude's mouth and into the package.

The multilayer aseptic "slim-box" construction, according to Ocean Spray spokesperson Brian Gill, includes a juiceboard exterior, an inner layer of foil, and PET for firmness.

CRANTASTICS will be available in test markets in the northeastern U.S. starting in September, with nationwide distribution as early as spring 2001. The suggested retail price for CRANTASTICS is $2.69 for a multi-pack of eight juice boxes.

Edited by Bill Noone
Managing Editor, Packaging Network