Sunmagic's latest range for kids complies with new government rules

The range was developed ahead of new government regulations to make food and drink aimed at children healthier, which came into force this month (January 2015).

However, the company believes the healthier juice drinks have a wider appeal than just lunch boxes and is also aiming the brand at family-friendly pubs.

The new Sunmagic 45% Fruit Juice range comprises three flavours: Amazing Apple & Blackcurrant; Outrageous Orange and Awesome Apple.

All count as one of the five-a-day portions and come in 330ml PET bottles with sports caps. “There are a number of well known, successful children’s juice drinks on the market, however we saw a glaring gap for a healthy version of these drinks which also adheres to the government’s new regulations about what children’s food and drink can and can’t contain,” explained brand manager, Razin Ali.

“We all know that kids buy with their eyes and the new Sunmagic 45% Juice range of sports-cap colour-coded bottles will appeal hugely to children with their colour-coded bottles. The ‘school-compliant’ stamp of approval will provide the additional reassurance to parents that their children are drinking a healthy product.”

The Department for Education’s ‘Revised standards for food in schools’ states that soft drinks available in schools must contain no more than 150ml of juice due to its sugar content, and the maximum portion size of ‘combination drinks’ (drinks containing both juice and water) is now capped at 330ml.

The portion size limit has been put in place to avoid manufacturers adding artificial sweeteners to enhance the taste of an over-diluted drink.