The kids fruit juice category has seen very little innovation in both product and packaging, with lazy brands relying on big (expensive) franchise rights from the likes of Disney and Marvel to engage shoppers, instead of inventing their own ideas to capture the imaginations of their audience... Kids! 

With the intent of creating a collectible series, each PURA Kids pack brought to life a unique character design linked to the spirit of its respective flavour, able to be played with and brought to life long after the liquid inside was enjoyed.