![]() ![]() Children can find henna tattoos attached to the bottle. ![]() The idea of “child as consumer” also carries into the company’s demos and other parts of marketing. versions of adults drinks that are called kids drinks,” Balassanian said. Balassanian notes that the four characters, front and center on the packaging, are part of Vital Juice’s dedication toward treating children as consumers. Squeeze looks like an approachable, rosy-cheeked scientist. Beet sports thick-rimmed glasses and green hair. Carrot might just be the root vegetable form of Miss America. Green Gorilla wears a bowtie and a tooth-filled grin. bottles have a suggested retail price of $5.99 and feature illustrations of four cartoonish characters. The USDA organic line includes four flavors - Green Gorilla, Capt. Yet now, in the words of Tom Jones, “she’s a lady.” For the kids line, Balassanian has used almond milk as a mechanism for enhancing taste, boosting nutrition and, perhaps most importantly, masking the flavor of strong-tasting vegetables.Ĭapt. Vital Juice uses only plant-based nutrition, never dairy, so the company’s ingredients always start as a vegetable or a nut. “They’re not types of produce that kids are typically raving about,” he said. The process allowed for tinkering, trials and building confidence. By deploying kale, cucumber, spinach, beets and carrots, among others, Balassanian knew that it would take some convincing flavors to persuade both parents and children. This gave Balassanian time to conduct taste tests with parents and kids together, and also parents alone. The research and development process lasted for several months. “If you’re saying that and you want to be congruent with that, you need to incorporate children into the mix,” he said. To embody this inclusive business model, he wanted to cover the whole family, along with the children. Balassanian takes pride in targeting any consumer who likes juice, not just celebrities looking for something to hold or detox loyalists. Vital Juice sells a line of 20 high pressure processed, cold-pressed juice products, which includes standards like green juice with kale and lemon to something a bit more atypical, such as a juice made with watermelon and lime. Most children have a different background, one devoid of cold-pressed juice, so Balassanian has launched a line of juices made for children that aim to bridge the divide between taste for the young ones and nutrition and price for the parents and the financially-savvy young ones. Ganem’s sons drink green juice because it’s encouraged by their father. What kids eat and drink are what we’ve decided they will eat and drink, he said. “A lot of our inhibitions with children,” Balassanian said, “are ones that we’re imposing ourselves.” ![]()
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