SOURCE: Brita Products Company

Brita Products Company

October 15, 2012 13:40 ET

Seeking to Help Parents Reduce Kids' Sugary Beverage Consumption, Brita® Introduces New Brita Bottle® for Kids

Brita Collaborates With Celebrity Mom Brooke Burke-Charvet as Well as Alliance for a Healthier Generation to Promote Healthier Choices for Children

OAKLAND, CA--(Marketwire - Oct 15, 2012) - While the recipe for fighting childhood obesity is long and complex, many public health experts agree on a good first step: encourage kids to reduce their intake of sugary beverages and instead drink more water.

In an effort to make that step easier for parents, Brita is introducing the Brita Bottle for Kids, a reusable bottle with a built-in filter that provides an affordable and convenient solution for kids to drink great-tasting water on the go. The 13-ounce, BPA-free squeeze bottle, features bright, kid-friendly designs -- including sports and butterfly themes -- that help make drinking water more fun for children. 

The launch of the Brita Bottle for Kids comes as more public health officials are calling attention to the negative health effects of sugary beverages. Only 15 percent of school-age children drink the recommended amount of water1, but on average they consume six sodas per week2. Meanwhile, sugary beverages are the largest source of added sugar in U.S. children's diets, likely contributing to the rise in childhood obesity levels3. By swapping out these sugary beverages for water, kids can significantly reduce their sugar intake.

"We know that parents understand water is a better choice for their kids than sugary drinks," said Ed Huber, general manager for Brita. "But when you are on the go, sometimes it's easier to just grab a juice box. With this new product, we are offering parents a healthier, convenient alternative. The squeezable bottle and colorful designs make the Brita Bottle for Kids something kids will want to use."

Alliance for a Healthier Generation and Brita Collaborate to Educate Families on Health Benefits of Staying Hydrated
This fall, Brita is joining forces with celebrity mom Brooke Burke-Charvet and the Alliance for a Healthier Generation to encourage kids to swap out sugary beverages and drink more water. As part of their commitment to creating positive change in the lives of children by encouraging healthy hydration, Brita will donate more than $90,000 worth of Brita Bottles and Brita Bottles for Kids to schools across the country. On Oct. 17, Brooke Burke-Charvet will donate Brita Bottles for Kids to students at Pasadena's Field Elementary School to support the school's goal to help students drink more water.

"As a mom of young children, I know how challenging it is to get kids to drink more water, especially when sugar-sweetened beverages like soda and juice are marketed directly to young audiences," said Brooke Burke-Charvet, co-host of ABC's "Dancing with the Stars." "I'm excited to join Brita and the Alliance for a Healthier Generation to help make drinking water more fun and exciting for kids. My kids love the colorful designs and I'm happy that it makes it easy to provide them with great-tasting water when we're on the go."

In addition, Brita and the Alliance for a Healthier Generation, a non-profit founded by the American Heart Association and William J. Clinton Foundation dedicated to reducing the prevalence of childhood obesity, are working together to engage students and families about the health benefits of drinking more water and provide tips for staying hydrated every day. Parents and kids can find tips and resources at www.brita.com/kids.

The Brita Bottle for Kids retails for $8.99 and is available at retailers nationwide; a two-pack of filter replacements retails for $7.99. With the purchase of any Brita Bottle, shoppers can receive a free copy of the children's book, The Magic School Bus: At the Water Works (limited time only, while supplies last). For details on this offer, please visit Scholastic.com/Brita

For more information about the new Brita Bottle for Kids, please visit Brita.com or Brita FilterForGood on Facebook

About Brita FilterForGood
In 2007, Brita partnered with Nalgene® to create the FilterForGood® movement, which encourages people to reduce their bottled water waste by switching to reusable bottles filled with filtered water. Each year, Americans purchase billions of plastic water bottles; most of them end up in landfills. Since the campaign launch, more than 374,000 people4 have taken the pledge to reduce their bottled water waste, keeping an estimated 381 million disposable bottles5 out of landfills. Visit www.brita.com/filterforgood to learn how you can make a difference.

The Clorox Company
The Clorox Company is a leading manufacturer and marketer of consumer products with 8,400 employees and fiscal year 2012 revenues of $5.5 billion. Clorox markets some of the most trusted and recognized brand names, including its namesake bleach and cleaning products, Clorox Commercial Solutions®, Clorox Healthcare™ and Dispatch® products, Green Works® naturally derived home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration products, Glad® bags, wraps and containers, and Burt's Bees® and gud natural personal care products. Nearly 90 percent of the company's brands hold the No. 1 or No. 2 market share positions in their categories. The company's products are manufactured in more than two dozen countries and marketed in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $87 million to nonprofit organizations, schools and colleges. In fiscal year 2012 alone, the foundation awarded more than $3 million in cash grants, and Clorox made product donations valued at $15 million. For more information about Clorox, visit TheCloroxCompany.com.

About Alliance for a Healthier Generation
The Alliance for a Healthier Generation works to address one of the nation's leading public health threats -- childhood obesity. The goal of the Alliance is to reduce the prevalence of childhood obesity by 2015, and to empower kids nationwide to make healthy lifestyle choices. Founded in 2005 by the American Heart Association and William J. Clinton Foundation, the Alliance works to positively affect the places that can make a difference to a child's health: homes, schools, doctor's offices and communities.


1 Hudson, William (2011, April 18). "For Children, Where's the Water?" Accessed from:
http://www.cnn.com/2011/HEALTH/04/18/water.school.children/index.html

2 Strum R, Powell LM, Chriqui JF, Chaloupka FJ. Soda Taxes, Soft Drink Consumption and Children's Body
Mass Index. Health Affairs. 2010;5:1052-1058 http://www.kickthecan.info/sugary-drink-consumption

3 Center for Disease Control and Prevention. (2011 June). Reducing Access to Sugar-sweetened Beverages Among Youth. Retrieved July 2, 2012, from http://www.cdc.gov/features/healthybeverages

4 Based on number of participants in the FilterForGood pledge database.

5 Standard16.9-ounce