General Mills Backs Kids Drinks

MINNEAPOLIS – General Mills will juice up kids drinks this summer with Squeezit 100, a 100% juice version of Squeezit, likely to be backed by $6 million in advertising. Fruit drinks in brightly-colored plastic ‘bottles’ reminiscent of Coca-Cola’s curved bottle have been the rage with kids, but appear to be fading. While fruit drinks in novelty containers racked up sales of $1.84 billion last year, volume sales fell 15.9% for Squeezit and 49.5% for Kraft General Foods’ Kool-Aid Koolers, A.C. Nielsen reports. Squeezit 100, General Mills’ first 100% juice version, will roll out nationally, with a July introduction in Western markets. Three flavors – Acrobat Apple, Caped Grape and Pilot Punch – will be backed by at least four months of TV and two FSIs from Saatchi & Saatchi, New York. General Mills won’t disclose its budget, but spent $6.2 million last year on measured media.
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