1. or
“YOU IN A BOTTLE”

2. Distilling
To get to the essence of what and who you are is a lifetime’s work. One
needs to be brave, committed and willing to put aside ego and self-
doubt.
Instead of sitting in my big red armchair with Scotch in hand and Booker
Little in the air, delving into the depths of my soul, I decided to take a
slightly more expedited approach.
Friends and Family chimed in, describing me in five words or less.
Answers deviated, (my father-in-law couldn’t help but throw in goober)
but one shined through.
Imagination.

3. The Beginning
And what piece of the beverage industry better embodies unbridled
imagination than the Kids Beverage market segment?
It is here that we begin our journey.

4. Status Quo
When one thinks of the Kids Beverage market we see:
1. Super Sweet drinks
2. Disposable bottles, cartons or pouches
3. Used as a treat
4. Parents are split on liking them
5. Drink at a meal or on the go
6. Doctors have linked to obesity
7. Established competitors
8. Refreshment
* What if drinks had multiple uses? What if they weren’t treated as drinks, but as
medicine? What if the drinks weren’t drinkable? What if we changed who paid who? *

5. Observations
Trips
to
the
local
park,
Whole
Foods
and
a
number
of
pre
arranged
interviews/
observa<on
sessions
yielded
the
following:
Product
•
sold
in
packs
•
cap
design
crucial
•
wash
down
food
•
straw
wrappers
all
over
•
made
for
lunch
boxes
•
a
lot
of
packets
•
takes
place
of
fruit
•
straws
easily
lost
•
part
of
meal
•
hard
to
open
•
environment
•
natural
Kids
•
focus
everything
but
food
•
juice
squir<ng
•
want
to
put
straw
in
themselves
•
used
as
treat
•
love
straws
•
want
it
sweet
•
love
characters
•
entertainment
happening
somewhere
•
bubbles
Parents
•
nutri<onal
value
•
sugar
content
•
obesity
awareness
•
DIY
juice
•
no
trust
•
organic
•
seltzer
•
fresh
important
•
dilute
juice
•
worry
about
serving
size
•
100%
otherwise
candy
•
many
op<ons

6. A Story
“I
was
driving
down
Route
13
last
November.
It
was
a
typical
Ithaca
day
-­‐
grey,
dreary
and
cold.
We
had
just
come
from
the
Whole
Foods
downtown
and
were
going
back
to
our
house
for
play
<me.
Milo
and
Aurelia
were
in
the
back
seat
having
a
snack
and
a
juice
box.
What
was
a
quiet
car
ride
one
second
suddenly
erupted
into
a
storm
of
four
year
old
screeching,
<res
squealing
and
juice
everywhere.
And
I
mean
E-­‐v-­‐e-­‐r-­‐y-­‐w-­‐h-­‐e-­‐r-­‐e.
Apparently,
Milo
who
had
been
stewing
over
an
earlier
stolen
cookie
incident
and
also
mad
that
we
did
not
get
his
favorite
juicy
juice
boxes,
thought
the
day
could
use
a
liTle
excitement.
And
some
payback.
Using
his
beverage
like
a
weapon,
and
what
un<l
this
day
he
insists
was
an
accident,
he
sprayed
the
back
of
my
head
and
all
over
the
dash
of
the
car.”
-­‐ Amy
Maltzan
Parent,
Ithaca
NY
(as
an
aside,
I
did
not
realize
what
great
stories
doing
research
can
pull
from
family
members)

7. Insight
“Children generally don’t enjoy
healthy drinks not because they
dislike the taste, but because there is
no reward.”
In
those
sugary
drinks
that
parents
hate
so
much,
the
sugar
is
the
reward.

8. Opportunity
So what if a reward was built in to the
beverage?
What if we made a beverage into an
engaging experience for the child from
start to end?
And, what if that beverage was good for
the child’s health?

9. A Brief Analogy
“We’re doing for the Kids Beverages
what Sesame Street did for
children’s television.”

10. A children’s drink that allows
parents on the move to easily create
a healthy and participatory drink
experience for their children by
providing engaging entertainment
that is unlocked only once the
beverage is finished.

11. The Advantages
Kid’s will be encouraged to finish their drinks quickly and
completely in order to get at reward
• This minimizes the time when potential spills can be made
Reward at the end of the drinking experience encourages
children to use there imagination
• The experience and interaction with the Monster Juice
product will continue for much longer than that of a typical
Kids beverage
One of the key ingredients in Monster Juice is Organic Apple
Cider Vinegar
• Doctors have shown that this ingredient has the ability to
calm down and elevate the mood of children. What more
could parents want?

12. The Ethos
“Inspiring happy healthy little monsters”

13. Market Outlook
• Of the 10 Billion in sales within the Kids Food and Beverage market in 2010,
22.3% came from the Beverage sector
• Within the sector 68.2% of sales came from juices or fruit drink
• This juice and fruit drink sub-category is expected to grow in sales to $1.8
billion by 2015, increasing annually, on average by 3.4%
• The rest of the kid’s beverage line is only supposed to grow at 2.6% per year
0
5
10
15
2005
2010
2015
Kids
Food
&
Beverage
Sales
(in
billions)
(source: Packaged Facts, Kids Food and Beverage Market in the US, 2011)

14. Thank You.
Ingredient listings and other fun stuff can
be found on
www.monsterjuicedrink.com