Startup Frosh is one of the only better-for-you kids’ juice brands to incorporate protein, bridging a gap between traditional juice boxes and protein shakes, according to the company.
While the better-for-you kids’ juice category has tackled low or no sugar, the next white space is in functional nutrition. Protein, in particular, is “having a real moment right now” across categories, but not yet in kids’ juice, said Jack LoParco, CMO and partner at Talent Venture Studio VO/D, which fosters celebrity-backed CPGs.
Frosh’s juice contains 5 grams of protein and is positioned as a clean-label alternative to traditional children’s beverages to deliver nutritional value in a familiar format. As LoParco put it, “kids need protein for healthy growth, so we thought [juice] was a good place to start.”
Frosh is founded by R&B singer Ciara Wilson and her husband former football player Russell Wilson, influencer family the LaBrants and VO/D with a mission to create a clean-label, functional juice for kids inspired by the founders’ family routines and values. The long-term goal is to expand into a broader “kids nutrition platform,” building on juice as an accessible starting point, LoParco explained.
Finding a ‘whey’ with protein juice
While many children’s food and beverages focus on removing sugar, artificial flavors and colors, functionality is still a burgeoning area, LoParco explained.
Frosh uses clear whey protein isolate which allows the product to maintain a juice-like texture without compromising on taste, according to LoParco, who added that the core formulation hurdle was maintaining both functionality and sensory profile.
The ingredient is “basically broken down to its isolate form, so it’s easily mixed with fruity flavors,” LoParco explained, adding that it is “virtually lactose free” while still offering a complete protein source with essential amino acids in a format that kids recognize.
The juice contains natural flavors and is free from gluten, soy, tree nuts, peanuts, eggs, fish, shellfish and sesame.
With 7 grams of total sugar (3 grams from sugar cane), Frosh’s sugar content falls in the range of other better-for-you children’s juice brands like Honest Kids’ 6-ounce organic juice (8 grams) and and Good2Grow’s 6-ounce organic juice (3 grams).
Leveraging DTC success and celebrity to land in Target
After selling out via direct-to-consumer in under 24 hours last month – moving more than 5,000 cases in a single day – Frosh entered 1,650 Target stores.
Coupled with the DTC success and the co-founders’ built-in audience reach, Frosh secured early interest from Target as part of the retailer’s broader pivot to prioritize better-for-you products.
Target was looking to revitalize its kids’ juice aisle, an area that LoParco described as “a little bit old” with limited recent innovation.
Leaning into established flavor profiles across the juice aisle
The initial lineup of Fruit Punch, Apple and Orange Pineapple leans into established kid-favorite profiles and caregiver-approved staples to drive acceptance and familiarity.
Fruit Punch, LoParco noted, is “nostalgic,” evoking legacy brands like Capri Sun and Hawaiian Punch, while Apple remains “one of the top selling kid flavors” and a safe bet for parents.
Creating a relatable influencer community to drive engagement
While celebrity-backed brands are nothing new to marketing strategies, LoParco emphasized that clout alone is not enough. Success depends on brand alignment and authenticity that connects with audiences.
“People want that personal relationship,” he said, adding that “the more relatable, believable people are there,” the more effective the message becomes.
Between “anchor creators” like Ciara, Russell Wilson and the LaBrant family and a broader network of smaller creators, Frosh’s marketing strategy takes a community-driven approach, LoParco said.
“We make [smaller creators] feel like they’re as big as the biggest affiliate,” he emphasized.
Looking ahead, Frosh plans to expand its product portfolio and functional claims, exploring additional nutrients like fiber and omegas as well as greens, while discerning between nutritional benefit and kid-friendly appeal.
As the brand evolves, its goal is to determine “where do parents have a need and the kids are afraid to consume it,” and then build formats that make it easier for parents and exciting for kids, he added.
