Villager Goods extends into kids category with launch of no-sugar-added drinks

By Mary Ellen Shoup

- Last updated on GMT

Villager Goods extends into kids category with launch of no-sugar-added drinks

Related tags Food for kids Juice drinks Sugar

Addressing a growing consumer need for organic and affordablekids products that are lower in sugar, Villager Goods’ newly-launched brand Little Villager will be hitting shelves at 300 Target locations as well as online through

In February 2019, Little Villager juice product will also be available in 7-11 stores nationwide, according to the company.

The no-sugar-added USDA organic drinks, available in a carton box and PET bottle, contain 40% juice available in three kid-friendly flavors: apple juice, pink lemonade, and fruit punch, each containing 10 grams of sugar per 6.75-ounce serving.

As part of its brand marketing, Little Villager will leverage its community of athletes and influencers pro-skater Paul Rodriguez and pro-surfer Alana Blanchard to continue to inspire active, healthy lifestyles at a young age.

"As parents, Jeff and I believe strongly in delivering healthy and organic products for families, and there just isn't much available at an affordable price point. We're excited to fill that gap in the marketplace with Little Villager,”​ Villager Goods co-founder and CEO, Josh Landan, said.

Consumers, especially parents, are increasingly turning away from juice products as the war on sugar wages resulting in a declining sales. According to a Mintel report, the nearly $20bn US juice category is forecast to decline 7% by 2021.

“While parents are core juice-buyers, many may feel conflicted about their juice purchases. Parents under age 45 are less likely than non-parents of the same age range to agree that juice is a healthy alternative to soda,”​ Caleb Bryant, senior drink analyst at Mintel, said.

Adding to a growing juice aversion, the American Academy of Pediatrics (AAP) released a report in May 2017 recommending children under the age of one should not consume juice, Bryant pointed out.

There is an upside for juice brands as Mintel found that two out five parents under the age of 45 found reduced sugar juices appealing.

What types of drinks are parents giving their children and why? This topic will be addressed multiple times during FoodNavigator-USA's FOOD FOR KIDS summit​ NEXT WEEK (Nov. 12-15 in Chicago) during the Consumers Parents Panel on the first night and during our Kids Beverage Panel later on. Join the conversation by registering HERE​.


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