Nestlé Pure Life introduces fruity water for kids in US

Nestlé Pure Life has launched a new fruit flavoured water collection for kids with zero sugar, sweeteners or artificial colours.

Fruity Water features 100% pure quality water with a touch of natural fruit flavours and electrolytes for taste.

The new collection aims to make drinking water a more exciting and flavourful option for kids and comes in three flavours: apple, watermelon and tropical twist.

Nestlé intends to target parents through highlighting the importance of water-based beverages for kids as opposed to sugar-sweetened options.

Packaged in a Tetra Pak carton with a paper straw, Fruity Water aims to offer a convenient beverage for on-the-go occasions.

“As a mother of four, I know that teaching kids to love drinking water can be a challenge, and many children gravitate towards high calorie, sugar-sweetened beverages,” said Yumi Clevenger-Lee, executive vice president and chief marketing officer at Nestlé Waters North America.

She added: “Parents not only want their kids to be healthy, but they also want them to be happy, which is why we’re excited to introduce a new flavoured water designed specifically for kids that makes drinking water fun and more enjoyable.”

Nestlé Pure Life Fruity Water is available to purchase in stores across the US, as well as through its ReadyRefresh home delivery service. The collection is available in packs of eight, 24 and 32 for an RRP of $3.99 and $14.99, respectively.