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.