or “YOU IN A BOTTLE”

Distilling To get to the essence of what and who you are is a lifetime’s work. One needs to be brave, committed and willing to put aside ego and self-doubt.

Instead of sitting in my big red armchair with Scotch in hand and Booker Little in the air, delving into the depths of my soul, I decided to take a slightly more expedited approach.

Friends and Family chimed in, describing me in five words or less. Answers deviated, (my father-in-law couldn’t help but throw in goober) but one shined through.

Imagination.

The Beginning And what piece of the beverage industry better embodies unbridled

imagination than the Kids Beverage market segment?

It is here that we begin our journey.

Status Quo

When one thinks of the Kids Beverage market we see:

1.  Super Sweet drinks 2.  Disposable bottles, cartons or pouches 3.  Used as a treat 4.  Parents are split on liking them 5.  Drink at a meal or on the go 6.  Doctors have linked to obesity 7.  Established competitors 8.  Refreshment

* What if drinks had multiple uses? What if they weren’t treated as drinks, but as medicine? What if the drinks weren’t drinkable? What if we changed who paid who? *

Observations Trips  to  the  local  park,  Whole  Foods  and  a  number  of  pre  arranged  interviews/observa<on  sessions  yielded  the  following:    

Product  •   sold  in  packs  •   cap  design  crucial  •   wash  down  food  •   straw  wrappers  all  over  •   made  for  lunch  boxes  •   a  lot  of  packets  •   takes  place  of  fruit  •   straws  easily  lost  •   part  of  meal  •   hard  to  open  •   environment  •   natural  

Kids  •   focus  everything  but  food  •   juice  squir<ng  •   want  to  put  straw  in  themselves  •   used  as  treat  •   love  straws  •   want  it  sweet  •   love  characters  •   entertainment  happening  somewhere  •   bubbles  

Parents  •   nutri<onal  value  •   sugar  content  •   obesity  awareness  •   DIY  juice  •   no  trust  •   organic  •   seltzer  •   fresh  important  •   dilute  juice  •   worry  about  serving  size  •   100%  otherwise  candy  •   many  op<ons  

A Story “I  was  driving  down  Route  13  last  November.    It  was  a  typical  Ithaca  day  -­‐  grey,  dreary  and  cold.    We  had  just  come  from  the  Whole  Foods  downtown  and  were  going  back  to  our  house  for  play  <me.    Milo  and  Aurelia  were  in  the  back  seat  having  a  snack  and  a  juice  box.      

What  was  a  quiet  car  ride  one  second  suddenly  erupted  into  a  storm  of  four  year  old  screeching,  <res  squealing  and  juice  everywhere.    And  I  mean  E-­‐v-­‐e-­‐r-­‐y-­‐w-­‐h-­‐e-­‐r-­‐e.  

Apparently,  Milo  who  had  been  stewing  over  an  earlier  stolen  cookie  incident  and  also  mad  that  we  did  not  get  his  favorite  juicy  juice  boxes,  thought  the  day  could  use  a  liTle  excitement.      

And  some  payback.      

Using  his  beverage  like  a  weapon,  and  what  un<l  this  day  he  insists  was  an  accident,  he  sprayed  the  back  of  my  head  and  all  over  the  dash  of  the  car.”  

-­‐ Amy  Maltzan  Parent,  Ithaca  NY    

(as  an  aside,  I  did  not  realize  what  great  stories  doing  research  can  pull  from  family  members)  

Insight

“Children generally don’t enjoy healthy drinks not because they dislike the taste, but because there is no reward.”  In  those  sugary  drinks  that  parents  hate  so  much,  the  sugar  is  the  reward.  

Opportunity So what if a reward was built in to the beverage?

What if we made a beverage into an engaging experience for the child from start to end?

And, what if that beverage was good for the child’s health?

A Brief Analogy

“We’re doing for the Kids Beverages what Sesame Street did for

children’s television.”

A children’s drink that allows parents on the move to easily create

a healthy and participatory drink experience for their children by

providing engaging entertainment that is unlocked only once the

beverage is finished.

The Advantages Kid’s will be encouraged to finish their drinks quickly and completely in order to get at reward

•  This minimizes the time when potential spills can be made

Reward at the end of the drinking experience encourages children to use there imagination

• The experience and interaction with the Monster Juice product will continue for much longer than that of a typical Kids beverage

One of the key ingredients in Monster Juice is Organic Apple Cider Vinegar

• Doctors have shown that this ingredient has the ability to calm down and elevate the mood of children. What more could parents want?    

The Ethos

“Inspiring happy healthy little monsters”

Market Outlook

•  Of the 10 Billion in sales within the Kids Food and Beverage market in 2010, 22.3% came from the Beverage sector •  Within the sector 68.2% of sales came from juices or fruit drink •  This juice and fruit drink sub-category is expected to grow in sales to $1.8 billion by 2015, increasing annually, on average by 3.4% •  The rest of the kid’s beverage line is only supposed to grow at 2.6% per year

0  

5  

10  

15  

2005   2010   2015  

Kids  Food  &  Beverage  Sales  (in  billions)  

(source: Packaged Facts, Kids Food and Beverage Market in the US, 2011)

Thank You.

Ingredient listings and other fun stuff can be found on

www.monsterjuicedrink.com