Former Glossier, Vita Coco Execs Launch Better-for-You Kids Drink, Share Vision (Exclusive)
Many parents are all too familiar with the struggle to limit their kids' sugar intake, and sweet drinks like juice and soda can be a major culprit. In fact, drinks like traditional sodas can pose a particular problem, because not only do they tend to contain high amounts of sugar, but they are also easily accessible and highly desirable for kids.
With their brand-new juicy sparkling kids drink brand NoBiggie, former CMO of Glossier Ali Weiss and former VP of Operations for Vita Coco Aytunc Atabek are hoping to address these issues head-on, launching a drink that not only contains significantly less sugar than the average soda but also offers kids a 'fun' drink option (and thus ideally saves parents the headache of fighting over whether their children can have a soda).
"We noticed that kids were aging out of juice boxes, parents were not liking them because of the high sugar content, and that there was this real desire for fizz because it felt special and it felt like a treat," Weiss explained. "Everywhere we looked, we couldn't find that in between step, that leap from the juice box to the soda, that leap from the juice box to the flavored sparkling water. There was nothing that was sort of that Goldilocks in between just right moment, so we set out to create it."
Of the NoBiggie difference, Atabek explained, "One of the things that was really important to us was that in the marketplace, the products we see in a similar scale have three times more sugar than us. They have twenty grams per serving versus where we are in the Goldilocks range. The product feels sweetened by the juices and nothing else but the fruit and then still has three to five grams of sugar."
The NoBiggie debut collection features four flavor options, including Strawberry Watermelon, Clementine Lemon, Cherry Berry and Kiwi Apple. Each can is 7.5oz, and all four flavors have no artificial sweeteners or dyes and no added sugar. Each drink contains up to five grams of sugar, all of which are naturally occurring from the fruit.
Beyond just the flavors, the NoBiggie drinks contain their own interactive elements, with the goal of making the beverage feel even more like a fun treat for kids. Among those features are dares, secret notes and game board elements.
About that decision, Weiss shared, "We've thought and created something that's so much more than just the sip of the drink...There's secret mantras and little jokes and prompts in the can."
"Everything is built on creating these moments of connection and these particular memory-making moments," Weiss added.
"NoBiggie is more than just a beverage company," Atabek said. "We are a treat company. We are bringing those moments."
Both co-founders also hinted that this could mean additional products that are "no biggie" in the future, beyond the new sparkling drinks.
NoBiggie drinks can be purchased through the NoBiggie website, on Amazon or at select experiential locations.
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This story was originally published May 7, 2026 at 4:01 AM.