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Nestlé tackles child health concerns with 35% less sugar 'Juicy Juice' launch

By Ben Bouckley , 02-Aug-2012
Last updated the 02-Aug-2012 at 14:49 GMT

Nestlé has launched a new beverage in the US called Juicy Juice Fruitfuls with 35% less sugar than regular juice, with the firm keen to tackle parental concerns regarding sugar intake.

The drink was launched yesterday, California-based Nestlé Juicy Juice said that cartons provided a full serving of fruit for kids, contained no added sugar or artificial flavors.

Nestlé Juicy Juice said consumer insights showed that two thirds of mothers were seeking out lower sugar drinks, while 58% were diluting beverages at home. The new product is targeting the 'back-to-school' season in a convenient single-serve lunch box carton.

Megan Shea, brand manager for Nestlé Juicy Juice, said: “Our goal with Juicy Juice Fruitifuls is to create new options that meet the variety of needs families face. We know that many parents are concerned about sugar intake and are diluting juice at home to reduce sugar, but are losing the juice flavor that appeals to kids.

“Now moms and dads no longer have to compromise when they want to provide a healthy beverage option," she added.

The Fruitifuls juice is available in grocery stores across the US in four flavors: Apple Quench, Punch Splash, Berry Cherry Burst and Orange Strawbana Blast.