Beverage company Swoon has partnered with Mattel’s Barbie brand to expand its range of drink options for health-conscious consumers. Swoon, co-founded by Jennifer Ross, launched a line of sugar-free drinks that accommodate health concerns while maintaining universal appeal. To stand out among digitally native brands competing for shelf space, Swoon introduced its pink lemonade drink as a co-branded product with the Barbie brand. The collaboration enabled Swoon to capture customers that were not necessarily looking for its products, according to co-founder Cristina Ros Blankfein. The product will launch in more Target stores this summer and will become the first food and beverage business to sell in the Target toy aisle. The partnership with Barbie aligns Swoon with a brand that honours consumer nostalgia with a reimagined legacy product.
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