Fruta Kool Kidz changes packaging for new formula

SM Jaleel has announced that it has changed the packaging of its delicious child-friendly drink brand FRUTA Kool Kidz.

 Derrick Cotterell, the chairman of Derrimon Trading Co Ltd.
Derrick Cotterell, the chairman of Derrimon Trading Co Ltd.

The repackaging coincides with the brand’s decision to reduce the sugar levels of its original formulations. The new Kool Kidz recipes now contain up to 62 per cent less sugar.

“Childhood obesity and diabetes are two major areas of concern for us all and we want to ensure that whatever we give to our consumers is of the highest quality, delicious and nutritious. Our recipes include 100 per cent vitamin c, 16 per cent Vitamin A and E. We have reduced the amount of sugar in our recipes by more than half to create healthier options for the Kool Kids we cater to,” shared Derrick Cotterell, chairman of Derrimon Trading Co Ltd.

“We have reduced the amount of sugar in our recipes by more than half.”

— Cotterell

The new package design sports a banner across the top of the package detailing the sugar consumption per serving, as well as Spanish language text. Noticeably missing as well is its trademark FRUTA logo. The characters and packaging colours remain the same.

“We are a brand that dreams big. We are proud to say that we have a world-class product that will be able to compete in markets outside of the Caribbean. To do this, we included both Spanish and English text on the design. Additionally, we removed the FRUTA logo from the design to allow ‘Kool Kidz’ to be more dominant on the packaging. The brand is focused entirely on children,” Cotterel said.