Once a one size fits market the beverage industry is becoming increasingly sophisticated in tailoring products to specific consumer segments.

Y Water’s new bottled drink is aimed at children and highlights many of the factors impacting on the industry. The LA start up’s new product tackles sustainability concerns by packing its drink in a bottle with a second life as a toy. Once the contents of the bottle has been consumed multiple bottles can be collected and joined together in a modular structure. With many US schools banning soft drinks outright and water seeming like a boring option Y Water fills a gap in the market, addressing the concerns of health conscious parents whilst appealing to kids through the sheer wow factor of its packaging. The health benefits of the drink are explained to kids through witty and engaging cartoon style labeling.

(via Business Week)