Ruckus and Co. is a Mature, Lunch-Ready Drink for Kids
Laura McQuarrie — December 18, 2019 — Marketing
Unlike many other beverages that are branded with cartoon mascots, Ruckus and Co. sets itself apart with kid smoothies that are a little more grown-up. The beverages themselves are available in both dairy and dairy-free options that are free from added sugar, preservatives and artificial ingredients. The drinks in flavors like Berry Banana Twist and Tropical Tango are also lunch-ready and school-friendly, as they are free from ingredients like nuts and gluten.
The beverage brand for kids ages six through 12 was created to offer a more mature option than usual. As Shannon Neumann, senior manager of innovation at SnackFutures, describes, “Kids this age are ‘kidulting.' One day they wake up feeling like little adults. They don’t want something that their little brother or sister can have."
Image Credit: Ruckus and Co.
The beverage brand for kids ages six through 12 was created to offer a more mature option than usual. As Shannon Neumann, senior manager of innovation at SnackFutures, describes, “Kids this age are ‘kidulting.' One day they wake up feeling like little adults. They don’t want something that their little brother or sister can have."
Image Credit: Ruckus and Co.
Trend Themes
1. Mature Kids Beverages - Capitalizing on the trend of 'kidulting,' beverage brands can create more sophisticated drinks for children that offer healthier options without cartoon branding.
2. Dairy-free Options - The demand for dairy-free products is on the rise, presenting an opportunity for beverage brands to create smoothies specifically tailored to kids with dairy sensitivities or allergies.
3. School-friendly Lunch Drinks - With the increasing need for convenient and allergen-free lunch options, there is potential for beverage brands to innovate and offer school-friendly drinks that are both nutritious and appealing to kids.
Industry Implications
1. Beverage - The beverage industry can tap into the market of kid-focused drinks by offering healthier and more sophisticated options that cater to the changing attitudes of kids and parents.
2. Health and Wellness - As the demand for healthier drinks continues to grow, the health and wellness industry can focus on developing nutritious options for kids that prioritize natural ingredients and avoid added sugars and preservatives.
3. Food and Snacks - Within the food and snacks industry, there is a potential for brands to expand their offerings and create lunch-ready drinks that meet the dietary requirements of kids, such as being nut-free and gluten-free.
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