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Bottled water taps Kidz' market

In recent years, bottled water has made quite a splash with adults. Now Hinckley & Schmitt Bottled Water Co. of Chicago is aiming at kids with Kidz Water(TM), a fluoridated bottled drinking water.

It comes in both a 12-count "Transport Pack" of 12-oz polyethylene terephthalate bottles and a 1-gal handled high-density PE jug. The jug sells for $1.09 the 12-count for $5.99. H&S a brand of Atlanta-based Suntory Water Group hopes to attract 3- to 16-year-old consumers with customized "Hydrators Team" superheroes graphics. Package copy which promotes the product's health benefits-no calories sodium sugar or caffeine-is geared more towards moms and dads. Injection-molded PET bottles with a 28-mm finish come from CKS Packaging (Atlanta GA). Reid Plastics (City of Industry CA) supplies the extrusion blow-molded HDPE jugs with a 38-mm finish. Graphics were designed by Lighthouse (Atlanta GA). Currently Kidz Water is available in suburban Chicago and Atlanta locations where H&S already is popular. Initially it will be distributed to household and office route customers according to spokesperson David Brimm. Mainstream retail distribution is under consideration.

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