Michelle Obama’s Plezi Nutrition is launching a lower sugar carbonated fruit drink aimed at convincing tweens and teens to switch from sugar-laden offerings to beverages that are healthier.
Plezi Fizz has 70% less sugar (8 grams per 8.4 ounces) than average leading soft drinks (28 grams per 8.4 ounces), no added sugar, plus 2 grams of fiber and nutrients such as potassium and vitamin C, according to the company. The drink will be available this spring in three flavors: Cherry Limeade, Lemon Lime Squeeze and Strawberry Lemonade.
Sam Kass, co-chair of the Plezi board and White House chef during the Obama administration, said Plezi Fizz was tested against alternative beverages and well-known brands.
“Those tests far exceeded our expectations,” he said in an interview. “We’re going to be in a good place to compete.”
Still, he added that getting young people to move away from sugary food and beverage offerings won’t happen overnight.
“Having options for people that really are genuinely better, but can also compete on flavor and experience with the big guys is critical. And that’s where a lot of this has fallen down,” said Kass, a father of two young boys. “So yes, will this take a long time? For sure. Are we in it for the long haul? Absolutely.”
The American Heart Association noted children and young adults aged 2 to 19 years of age consume 16 teaspoons of added sugar per day, which comes to more than 53 pounds each year. The group found that beverages — led by soft drinks and fruit drinks — are responsible for nearly half of those added sugars. This creates a prime opportunity for companies such as Plezi Nutrition.
The soda sector has been inundated with healthier offerings as small and large companies target consumers who are looking to curtail their sugar consumption. Prebiotic soda brands Poppi and Olipop have seen exceptionally strong sales growth in recent years, and Coca-Cola, Keurig Dr Pepper and PepsiCo have doubled-down on zero-sugar options that have proven popular with shoppers.
While Plezi’s mission is to create healthier food and beverage products, its first two product launches show it’s initially prioritizing drinks.
The CPG startup’s first product, its namesake beverage Plezi, debuted last May as a way to replace soda and juice that do not support the health of kids and to help promote healthier habits. The beverage, which contains water, fruit juices and stevia leaf extract, targets school-aged children ages 6 to 12 when drinking milk or water is more difficult.
The first launch in 2023 was a fruit juice-like beverage, but Plezi Fizz caters to a slightly older clientele with a penchant for drinks with carbonation.
In both cases, the company offers products that it claims “ace the taste test” but with lower sugar content and sweetness to help adjust kids’ palates to crave less sweetness overall. In addition to reducing sugar and sweetness, the drinks provide other nutrients that children need.
Plezi Fizz debuted at Expo West. It will be available at Amazon and select convenience stores and club stores starting this spring.
Dr. Shale Wong, a pediatrician and professor of pediatrics and family medicine at the University of Colorado School of Medicine, said in a Plezi statement that nearly two-thirds of U.S. youth consume sugary drinks such as soda each day.
“We in the public health community have been pleading for decades to drink water and frankly that alone isn’t working,” she said. “It is clear to me that families need better options if we are going to shift the health of the country, especially for our kids.”
Wong is a member of Plezi Nutrition’s “Kitchen Cabinet,” an advisory group of experts in nutrition, public health and parenting who guide and advise the company’s educational efforts, as well as marketing approaches and product development.
Kass said Plezi is looking at another opportunity in beverages, which will most likely be launched early next year. After that, the startup will likely turn its attention to snacks for children. Kass said Plezi could eventually look to expand into food and beverage products aimed at adults.
”Definitely never say never on that,” he said. “I wouldn’t be surprised if at some point in the more distant future, that there’s opportunities that emerge there. But for now, we’ll just stay focused on doing what’s right for young people.”