Nestlé is launching baby-food brand Gerber into kids’ beverages with the launch of electrolyte drink Gerberlyte.
The new drink uses coconut water and is intended to help address mild-to-moderate dehydration in children.
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It is being marketed as the first USDA Organic-certified paediatric oral rehydration solution.
Nestlé said the drink provides 25% daily value of zinc per 12-fluid-ounce serving.
According to the company, the drink “rehydrates faster than juice or sports drinks” with zero artificial dyes or sweeteners, and colours from natural sources.
Gerberlyte is being introduced in three flavours: strawberry kiwi, berry blend and tropical punch.
The product is rolling out to retailers across the US in 32-fluid-ounce multi-serve bottles and in four-packs of four-fluid-ounce bottles. Maximum suggested retail prices are $5.49 and $4.49, respectively.
The launch arrives as Nestlé CEO Philipp Navratil continues efforts to revive the Gerber business.
Gerber Products Company was established in 1927 in Michigan, and became part of Nestlé in 2007.
Speaking to analysts in February, Navratil said he was “unhappy” with Gerber, adding it remained “a drag in terms of market share and we’re still not where we should be”.
“The team is working relentlessly to get innovation back on shelves and to revive the brand and I have said, I’m not infinitely patient, but we have to give it a try to drive growth in this category,” Navratil said.
Nestlé is widening its range of organic foods while “transforming” more than half of its portfolio of purees, cereals, toddler meals, and snacks such as Lil’ Crunchies, Yogurt Melts, and Puffs.
The company said the updated portfolio will feature “simpler” recipes, less added sugar, and no artificial preservatives.
Since taking charge of the Swiss giant last year after the sacking of his predecessor Laurent Freixe, Navratil has moved to divest various business assets.
Among those deals was the sale of its “mainstream” vitamins, minerals and supplements (VMS) brands to US private-equity firm Yellow Wood Partners for SFr800m ($1bn), announced earlier this month.
That transaction covered seven brands: Nature’s Bounty, Osteo Bi-Flex, Ester-C, Gard, Puritan’s Pride, Sisu and hydration brand Nuun.
In July, Nestlé agreed to offload half of its waters business to US private-equity firm Platinum Equity through a joint-venture agreement.
