Children’s beverage and snack brands are repositioning themselves to resonate with parents who are increasingly health-conscious and label-aware.
With the FDA’s updated (as of December 2024) definition of “healthy” limiting added sugars, sodium and saturated fats, and the White House’s Make America Healthy Again Commission proposing tighter restrictions (Aug. 30) on ‘misleading’ food advertising to children, companies are responding with messaging that emphasizes transparency, functionality and modern packaging formats.
A look at recent ad campaigns and grocery displays reveals how CPGs are evolving to meet parents’ expectations for what goes into kids’ lunch boxes this school year and beyond.
Low- and no-sugar: A non-negotiable
Parents are highly sensitive to sugar content, and brands are making it a headline claim.
This trend has been building for years: In 2022, Capri-Sun reduced sugar by 40% across its pouches and later introduced its Zero range, made with real fruit and no artificial flavors, colors or preservatives.
ShineWater Kids also offers a zero-sugar vitamin D beverage, highlighting both hydration and developmental benefits.
“We’re proud to offer a solution that not only meets the needs of today’s health-conscious families but also encourages better hydration habits from an early age,” noted owner Matthew Meehan.
The consistent message across the category is clear: indulgence can coexist with parental expectations of nutritional responsibility.
Functional benefits: More than hydration
Beyond sugar reduction, functional positioning is rapidly gaining traction.
FoodNavigator-USA’s Expo West coverage highlighted brands like Once Upon a Farm and Cerebelly that are tapping into probiotics, omega-3s and brain health claims in snacks and beverages.
In June 2025, Mighties introduced Chill Pill Drinks for kids that are sugar-free, stick-pack beverages designed to support calm, focus and hydration. Available in flavors like Apple Punch and Berry Lemonade, the bedtime-friendly drinks are sweetened with organic stevia and include KSM-66 Ashwagandha, magnesium and L-tryptophan. Parents reviewing the product reported smoother evenings and fewer meltdowns. One parent noted fewer evening meltdowns and easier transitions to bedtime, while another praised the calming benefits without reliance on sugar or medication.
In May 2025, Danimals partnered with Olympian Allyson Felix on its Snack Hero delivery campaign, promising quick access to calcium- and vitamin D-rich snacks in under 30 minutes. These launches and campaigns speak directly to parents juggling busy lifestyles while striving to elevate nutrition at every snacking moment.
Packaging: Sustainability and convenience
Packaging has become another differentiator.
In February 2025, Capri-Sun launched resealable bottles, emphasizing convenience and on-the-go use.
“The launch underscores our commitment to innovation by introducing a format that meets the evolving needs of today’s families,” said Kristina Hannant, Capri-Sun’s director of marketing.
Across the category, recyclable pouches and character-driven bottles are reinforcing eco- and kid-friendly cues. Good2grow, for example, markets its juices, waters and crackers with BPA-free, reusable and recyclable packaging topped with collectible character caps.
Conclusion
In a category under scrutiny, low-sugar content, functional benefits and sustainable packaging have become the table stakes for standing out. Parents want assurance that kid-friendly does not mean nutrient-empty – and brands are racing to balance fun, flavor and functionality.
With FDA and MAHA shaping stricter definitions and boundaries, successful players will be those who meet transparency mandates while still delivering the sense of joy and convenience that families expect.
