Doing it for the Kids
Soft drinks are an important and valuable profit tool for your business. But there has been a big shift in the kids category as health takes priority.
The latest National Diet & Nutrition Survey report found that all age groups were consuming more added sugar than the 11% recommended dietary level – with children exceeding it to the greatest degree.
Government scientists have warned that we should try to halve the recommended level and the World Health Organisation’s new guideline recommends adults and children reduce their daily intake of free sugars to less than 10% of their total energy intake – ideally 5% (or 25g).
Soft drinks are the biggest source of added sugar for young people with boys aged between 11-18 getting 42% of their added sugar this way, according to the survey. Another trend is the growing popularity with children of high-energy and high-sugar drinks targeted at adults. Given that sugar is being raised higher up the agenda, categories that are consumed by kids are under particular scrutiny. As a result, parents are choosing drinks they perceive as healthier.
“All the recent media coverage on sugar has made parents reassess what their children are drinking,” said Trystan Farnworth, director of Out of Home Wholesale for Britvic. “But, while they want to reduce added sugar in their children’s diet, they still want to strike a balance between giving them something that is healthy and that they also enjoy.”
In May 2014 Britvic removed its full sugar Robinsons Fruit Shoot from the market. The decision, resulting in the removal of 2.2bn calories from the kids drink category, affirmed Britvic’s commitment to helping promote healthier lifestyles. With the emphasis now on healthier drinks, Britvic’s Fruit Shoot range includes: Fruit Shoot (juice drink), hydro (flavoured water) and My 5 (juice and water). Each contains no added sugar, no artificial colours or flavours and My 5 provides one of your ‘5 a day’. In response to changing consumer preferences, Britvic has also made the decision to only produce and sell Robinsons No Added Sugar squash for the UK market.
To go hand-in-hand with the no added sugar message, Britvic is encouraging kids to be active. According to Bupa the number of children who are obese is growing and has more than tripled in England over the past 25 years. If the current trend continues, globally there will be 70 million children overweight or obese by 2025. Children need a healthy balanced diet with regular physical activity so Britvic has launched mini mudder – a version of Tough Mudder, a 12-mile military-style obstacle course – to challenge their young drinkers. Fruit Shoot Mini Mudder is aimed at 6-12 year olds and will encourage kids to be adventurous and enjoy playing.