Who Said Fruits and Vegetables Weren’t Delicious?

by Naveen Agarwal

in Food Marketing,Product Reviews

As we drove back home from daycare today, my daughter made an interesting remark.

“Dad, this fruit juice is very healthy”, as she sipped the last of her fruitablesTM juice.

“What makes you think it is healthy for you?”, I asked, expecting her to read the nutrition facts label on the box.

Yes, ever since we had our small breakthrough when she discovered the word “sugar” at the back of the box of instant oatmeal, she has been reading labels and other information on food packages.

“Fruitables..a juice beverage that is packed with fruits and veggies but has less sugar than other juices and juice drinks”….she read out loud the marketing pitch on the back panel.

“Really?”, I exclaimed hiding my surprise.

“This is one refreshing way”, she continued, “to get healthy nutrition you need every day!

“Very interesting”, I thought. She was reading the whole thing…

“And daddy, long time ago, someone said fruits and vegetables weren’t delicious!”

I found that very funny and laughed out loud because I had not seen the whole message myself. Surely, she made it up I thought.

I decided to take a closer look at the juice box when we reached home. The marketing message was clever, and she did indeed read pretty much the whole thing verbatim. Except the part at the end, which she tweaked a little based on her interpretation.

Clearly, fruit juice is not equal to real fruit in terms of overall nutrition value. The marketing message is clever, no doubt, as it attempts to separate this product from other juices which have added sugar.

One box of Fruitables (200 mL) has 9 g sugar only 66% juice. Quite close to “empty calories”, but not a bad alternative to other beverages when used in moderation.

Clever food marketing messages and package design can attract a child’s attention and curiosity. I think it is good to let them absorb these messages, but very important to help them interpret correctly so they don’t fall for them.

What do you think?

Disclaimer – I have not received any sponsorship or free samples of product from Apple & Eve, LLC  for writing this review. For complete nutritional information and other products, visit Fruitables website.

©2011 Littlestomaks.com

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  • cathy

    I’m curious, if this drink is only 66% juice? What is the remainder? Water? That wouldn’t be so bad. I kind of like the idea of a slightly watered down juice in a box.

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