Think of the kids

While scanning some product news this week, I came across the brand, Tim Tam Tummy, which is claiming to have produced the world’s first ‘kids kombucha’ in cans.

“When it comes to better-for-you beverages, the kids’ aisle has been largely left behind,” says Mary Alice Greco, chief marketing officer, Tim Tam Tummy. “As a new parent, I am searching for organic options that bring nutrition, function, and kid-friendly flavour to the forefront. It’s a joy to launch Tim Tam Tummy, filling the gap with a product that addresses parents’ and kids’ top priorities – digestive health, immune function, convenience, and fun!”

In the Bell editorial team, we largely love kombucha. However, it does feel like a very ‘adult’ drink, with its complex, almost vinegar-y, flavour, so I’d be surprised to find children that will enjoy it. I’m not sure I agree that their top priorities are digestive health and immune function.

This does very much seem like a product marketed at parents – for instance, I’m also unsure if kids will catch on to the puns in one of the flavour names, ‘Grape Day to Shine.’

It makes me wonder how safe the cans are for children, too. Safer to open than a food can, sure – but there will definitely be parents out there concerned about sharp edges once the drink is open.

Still, we can’t knock a brand for wanting to inspire kids to be healthier and use fun, sustainable packaging. Additionally, it could be a clever move in that kids seem to always want things they can’t have, and if they see their parents are drinking from a can, they will want to as well. Problem solved with a can of Tim Tam Tummy.

What do we think? Will this catch on?

• Alex Rivers (she/her), CanTech International editor
  Keep in touch via email: [email protected] Twitter: @CanTechIntl or LinkedIn: CanTech International magazine.