There’s no doubt that the licensed food category is treacherous terrain right now as the debate about who’s responsible for childhood obesity and health problems rages on. But there’s still room for the right property/product combo, and Florida’s Bravo Foods International is testing out a new recipe featuring Marvel’s many superheroes.
Starting in April, the partners will release a new line of flavored Slammers milk drinks fortified with vitamins and nutrients that are positioned as the keys to unlocking cool superpowers. For example, the Spider-Man Chocolate Web Shake is chock-full of Omega 3, vitamins and Choline to help kids become as smart as Spidey, while Captain America’s Vanilla Super Serum, infused with 20% of the recommended daily dosage of 10 essential vitamins, promises to enhance their athletic prowess.
Bravo’s VP of business development Benjamin Patipa (who’s also a pediatrician) says branding the drinks with Marvel’s superheroes helps to visibly promote healthier beverage consumption habits since kids love to emulate their heroes. Bravo has solidified its hold on the three to 10 demo over the past six years by using character images from Warner Bros.’ Looney Tunes on its Slammers packaging. But Marvel’s participation should help the company expand its reach into the eight to 16 youth demo, especially with older-skewing movies like Spider-Man 2 and Daredevil spin-off Elektra scheduled to roll out over the next two years.
To appeal to bigger bellies and compete against Nestle and Hershey single-serve milks, Bravo is upping the Slammers size (from 11.5 to 16 fluid ounces) and introducing two new flavors (caramel and cookies n’ cream).
The Marvel universe tends to run a little high on testosterone, but Bravo will use Daredevil heroine Elektra on its dark strawberry milk to appeal to girls.
The drinks will be available in 7-Eleven stores and more than 10,000 U.S. grocery stores starting in April. With Saudi Arabia actively looking for a Western brand single-serve milk for kids, Bravo’s partner SADAFCO will answer the call and begin distributing the drinks there in May. Bravo also expects to close deals soon with its former Looney Tunes Slammers distributors in Mexico and Canada.