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

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.