Background
The Infant Feeding category market leader, Heinz, has launched an Out-of-Home Baby Juice range. The 150ml plastic bottle allows mums to give their babies a juice drink while they are ‘on the go’.
The baby drinks market is worth £10.7m with Heinz as the number one brand with a 55% market share. However, the total market is seeing a year-on-year decline of 5%, driven by less consumers buying into the category. The general wisdom around baby drinks is that they should only be given milk or water until at least the age of two. The reality is that many parents find it easier to keep their babies hydrated if they give them some water with added juice.
The bottles are 69p for a single bottle, and available in Apple and Apple & Blackcurrant flavours.
Graphics 6/10
The graphics work well enough, with emphasis placed on the Heinz brand and the words `baby juice’.
The label is bright with several different healthy images including fruit shots.
However, there is nothing on the front of the bottles to sell the idea of the drink to those mothers who may think water and milk is all a baby needs.
A simple ‘Keep baby hydrated with naturally flavoured water’ message could help parents understand this product’s benefits.
Function 7/10
Many baby drinks on the market are either more suited to older babies, as they feature straws or sports caps, or they come in glass bottles, making them less convenient for mums to carry. This bottle has a screw cap making it easier to use `on the go’ and to be used to add in small amounts to a feeding bottle with a hydrating drink suitable for babies.
On shelf 7/10
The challenge for this product is that it needs to be in more than one section: baby as well as drinks. The bottles themselves are bright and noticeable.
There may be an argument for this being retailed in foodservice chains and the branded coffee chains in young family-orientated locations, due to its on-the-go benefits for parents.
Overall 7/10
The packaging is modern and functional. We have a bigger concern around the take-up for this product and its visibility in-store.
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