Across the kids’ beverage aisle, a clear trend is emerging: Children’s drinks are becoming simpler, cleaner and more tailored to both taste and health.
Two brands – Oodles of Doodles and Stonyfield Organic – offer examples of how CPG companies are responding to changing consumer expectations.
Oodles of Doodles: Kids as product developers
The idea for Oodles of Doodles, a sparkling water and juice brand for kids, came from an unexpected source: the founder’s own children.
“I have three children, Alfie, Millie and Felicity. And actually, I think they were fed up of me saying ‘no’ all the time,” explained Alisha Eason, founder of Oodles of Doodles. “The kids wanted a beverage they could feel ownership over, something ‘in a can to feel cool’ rather than a juice box or an adult-sized drink,” she explained.
The formulation was simple, according to Eason.
The beverage is mostly water – sourced from the US East Coast, Europe and the Middle East – and contains no preservatives, additives or GMOs. Each 8.4-ounce can contains 5 calories, 1 gram of sugar and 3% real fruit juice, according to the company.
“The basic things [are] the best things,” Eason said. The beverage’s fruit juices come from concentrate, with the sweet spot for kids’ palates landing at 2% to 3.5% concentrate, Eason explained. Carbonation is mild, just enough “to tingle the nose” without harming teeth or digestion, she added.
For its packaging, Eason included doodles on the can to give a playful look for kids. On its website, users can create their very own illustrations to download and share.
The brand’s line up includes five flavors – Orange & Vanilla, Green Apple & Lime, Strawberry & Watermelon, Black Cherry & Vanilla and Grape – in Walmart, Central Market and select independent stores.
Kids want flavors ‘they can relate to’
Flavor selection also relied heavily on listening to children across multiple regions. Focus groups in the US, Europe and the Middle East showed that kids prefer familiar flavors over novelty.
“Everyone thinks kids want, like candy floss or wacky flavors. They don’t. They just want things they can relate to. Things are complicated for everyone … we literally use fruits from the fruit bowl that they’ll see in the fridge, on the countertop, on the dining table,” Eason emphasized.
Regional preferences varied, as reflected in the focus groups. Children in the US generally preferred less sugar than those in Europe or the Middle East, challenging assumptions about American taste. Meanwhile, flavors like strawberry watermelon resonated across multiple regions, though sourcing challenges meant some flavors were region-specific.
Oodles of Doodles makes US debut with SpongeBob SquarePants collaboration
Oodles of Doodles debuts a limited-edition Pineapple Paradise flavor later this month through a licensing partnership with Paramount Studios’ SpongeBob SquarePants cartoon. The partnership reflects a strategic move to combine a beloved character with a product that meets stricter health criteria, Eason said.
The US launch last year follows Oodles of Doodles’ European growth, where the brand sold more than 25 million units in 3.5 years, according to the company.
Stonyfield Organic launches ZeroG Added Sugar Drinks combining health and taste
Stonyfield Organic continues its focus on yogurt-based drinks that combine taste with functional benefits with its recent launch of ZeroG Added Sugar Drinks.
The Oct. 26 launch of its two flavors, Mango Apple and Cherry Apple, are exclusively at Target retailers nationwide. With an MSRP of $5.99 for a six-pack, the drinks are designed to be a “convenient, ready-to-drink snack for busy kids at any time of the day,” according to the company.
Each 3.1-ounce bottle contains 45 calories and 3-grams of protein. The brand opted for organic natural flavors, purees and puree concentrates to achieve its flavor profile.
Child-centered product development
The company’s strategy starts with understanding children’s preferences.
“Kids are really honest about what they like and don’t like,” said Elizabeth Conover, Stonyfield’s brand director.
She highlights that product development prioritizes flavors and textures that resonate with children, rather than just adults’ assumptions about what kids should enjoy.
Shifts in family purchasing behavior
Conover also pointed to a broader shift in the category: families are “buying more for the whole family rather than just kids.” This trend has implications for flavor selection, packaging formats and marketing strategies.
The new ZeroG Added Sugar Drinks, for example, were designed with this in mind – offering a familiar and appealing taste, functional benefits and convenient format for both children and caregivers or adults on the go, Conover said.
Focus on clean ingredients and functional benefits
Clean, simple ingredients remain a central focus. Conover emphasized that Stonyfield aims for “ingredients that [parents] can recognize and trust.”
The brand’s yogurt-based beverages contain probiotics, providing gut health benefits without adding unnecessary sugars or artificial additives. Stonyfield’s formulaic approach aligns with parents’ increasing demand for functional beverages that go beyond basic nutrition, she added.
