Kool-Aid Announces New Products and Better-for-You Brand Direction

28/05/08 Kool-Aid, the iconic soft drink that has stood for fun and refreshment for generations of children and their parents, announced it will provide additional better-for-you options for consumers by introducing new and reformulated products this spring and in coming years.

The brand, launched in Nebraska in 1927 and now offering both powdered and ready-to-drink beverages, also announced a new partnership with KaBOOM!, the national non-profit organization that envisions a great place to play within walking distance of every child in America. Over the next year, Kool-Aid and KaBOOM! will build 24 playgrounds in cities around the country, provide grants toward building 20 more, and work with local communities, parents and children to encourage healthier and more active lifestyles.

"We understand that our consumers are looking for more choices that better meet the needs of their families," said Kirstie Krall, Senior Brand Manager, Kool-Aid. "We're firmly committed to providing moms and kids with products that combine the great fun and flavor of Kool-Aid while providing better-for-you beverage options to help support a healthier lifestyle. And, in addition to offering new and improved products, we're partnering with KaBOOM! to create great places to play for kids in cities around the country so that communities have somewhere to come together and get active."

Kool-Aid has also created a partnership with hip-hop pioneer Joseph Simmons (a.k.a. Reverend Run), who will serve as the new brand ambassador for the Kool-Aid KaBOOM! initiative. He and his family will don hard hats and wield shovels as they join the brand on local community build sites. Additionally, Kool-Aid will include Reverend Run in POS displays and other promotions, and he will speak directly to consumers about healthy lifestyle choices and the benefits of play.

"We can't imagine better partners than Reverend Run and KaBOOM! to help us start a national conversation about the benefits of safe play for kids and the importance of a healthy and active lifestyle," said Ms. Krall.

"I grew up drinking and loving Kool-Aid and associate it with fun childhood memories," Reverend Run said. "I'm personally committed to bringing families together -- at the dinner table, in communities and on playgrounds. I'm hopeful that by working together, Kool-Aid, KaBOOM!, and I can make a real difference in kids' lives by allowing them to have fun and create the memories that will serve them well for many years to come."

"This is a great partnership, because not only is Kool-Aid committed to building playgrounds, but they're spreading the word that play helps kids live happier, healthier lives," said Darell Hammond, the CEO and Founder of KaBOOM!.

New better-for-you product choices

This year, Kool-Aid is introducing four reformulated products and one new product that meet the company's better-for-you Sensible Solution guidelines.

-- Sugar Free Kool-Aid, a low-calorie soft drink mix originally launched in 1983, has been reformulated to deliver a taste closer to regular unsweetened Kool-Aid. Sugar Free Kool-Aid has 5 calories per serving and is caffeine free and a good source of Vitamin C.
-- Sugar-Free Kool-Aid On The Go packets that are easy to carry and mix with a 16.9 fl. oz. bottle or glass of water.  One packet makes 2 servings.  Each serving contains 5 calories and is caffeine free and a good source of Vitamin C.
-- Kool-Aid Singles have been reformulated so one packet can be used to flavor a 16.9 fl. oz. bottle or glass of water.  Kool-Aid Singles have only 30 calories per serving (60 per bottle) and are a good source of antioxidant vitamins C and E.
-- Kool-Aid Burstin' Waters is a new ready-to-drink flavored water beverage that comes in a squeezable plastic bottle.  Burstin' Waters is caffeine free, comes in three flavors, and is only 35 calories per serving.
-- Sugar Sweetened Kool-Aid has been fortified with antioxidant vitamins C and E.  At only 60-70 calories per serving, sugar-sweetened Kool-Aid contains 35% less sugar than leading regular sodas. (Sugar Sweetened Kool-Aid contains 16-17 grams of sugar per serving as compared to 27grams of sugar in leading regular sodas.)
-- In addition, Kool-Aid will continue to fund research and development initiatives that support the company's better-for-you Sensible Solution guidelines.  Sensible Solution criteria require that ALL qualifying products contain limited amounts of calories, fat, sodium and sugar.

In addition, many Sensible Solution products have the added benefit of providing meaningful amounts of good-for-you nutrients like calcium, fiber, whole grain, protein, or deliver a functional benefit such as heart health.