Market research
Nestlé has lined up a children's version of its Pure Life water brand for the Chinese market as it looks to capitalise on the trend towards healthier drinking.
Nestle Pure Life Kids Still Water features eight Zootopia designs
Nestlé Pure Life Kids Still Water will be piloted in Shanghai before rolling out to other regions, the firm said. The packs feature eight different designs from the film Zootopia in what the company called the "first water product customised for kids in China".
"In recent years, people have been increasingly aware of their health and paying more and more attention to hydration," Nestle said. "The consumption is increasing and the market is gradually showing a trend of segmentation. Medium and high-end products catering to the needs of different groups embody the direction of the market. Among these products, bottled water for kids attracts tremendous attention."
Nestle will run a series of activities for children alongside the launch in a bid to educate them on healthy hydration.
Nestle Waters has four factories in China - two in Shanghai, one in Tianjin and one in Yunnan.
Earlier this month, the firm invested THB1.8bn (US$51.3m) in a production facility for Pure Life in Thailand.
Sectors: Marketing – advertising & promotions, Product launches
Companies: Nestle
