At this week's InterBev trade show, co-located with the Food Marketing Institute’s FMI Connect expo, Drink Blocks unveiled its new kids’ beverage concept that takes interactive packaging to new heights. Drink Blocks—dubbed “hydration for the imagination—is a line of naturally flavored waters that comes in a bottle that’s actually a Lego-like building block.
Each bottle is also an educational aid with a bi-lingual (English and Spanish) letter, number or word, encouraging consumers to collect them all and build vast structures after finishing the drink.
“Everything here is recyclable,” says VP of Operations Bob Weiss. “The way we’re pitching it as a healthy flavored water—health first. What we also love is that we’re a learning tool.”
It’s perfect timing for such a product, Weiss notes, because the building block toy category grew by 22 percent last year.
The brand, which is available in fruit punch, apple and orange flavors containing zero calories and sweetened with stevia, is targeting kids between the ages of 2 and 11.