Boku (juice)

Boku (juice) was a popular brand of juice boxes that was introduced in the early 1990s by Lassonde Industries. Marketed primarily in the United States and Canada, Boku stood out in the juice market for its unique packaging and target demographic. Unlike most juice boxes that were aimed at children, Boku was marketed towards adults, featuring a larger, rectangular box and sophisticated branding.

History

Boku was launched in 1990, during a time when the juice box market was predominantly focused on children's beverages. The brand sought to differentiate itself by offering a product that catered to the tastes and preferences of adults. The juice was packaged in a larger-than-average box, and it was one of the first juice brands to use aseptic packaging technology, which allowed the juice to be stored without refrigeration until opened.

The brand gained a significant amount of attention upon its release, partly due to its marketing campaigns that featured comedian Richard Lewis. These advertisements highlighted the adult-oriented nature of the product, often showcasing Lewis in humorous situations where he would choose Boku as a more mature alternative to traditional children's juice boxes.

Product Range

Boku offered a variety of flavors, including apple, orange, and mixed berry, among others. The juices were marketed as being made from 100% fruit juice, without added sugars or preservatives, appealing to health-conscious consumers.

Decline and Discontinuation

Despite its initial popularity, Boku's sales began to decline towards the late 1990s. The brand faced stiff competition from other juice products and struggled to maintain its niche market of adult consumers. By the early 2000s, Boku was discontinued, and it has since become a nostalgic memory for those who enjoyed it during its brief time on the market.

Legacy

Boku (juice) is remembered for its innovative approach to juice marketing and packaging. It challenged the conventional wisdom of the time that juice boxes were solely for children and opened the door for other brands to market similar products to adults. Today, the concept of adult-targeted juice and beverage packaging is more common, with various products offering sophisticated flavors and branding aimed at an older demographic.