Evian North America will launch Evian Les Petits, a new water product geared to children, at the end of August.

The packaging for Les Petits differentiates it from Evian’s primary spring water brand. At 330 ml, the bottles are smaller, and Evian has altered its signature label design with six collectible labels, each featuring a different brightly coloured fish character. Les Petits will be sold in six-packs at stores such as Loblaws, Couche-Tard and Wal-Mart.

Jeff Caswell, vice-president of marketing for Evian North America, said the product responds to a need his company identified in the beverage market.

“Our consumers are looking for ways to support their kids’ healthy lifestyles,” said Caswell. “Parents are also looking for alternatives to high-calorie sugar beverages, so offering Evian water in a package that’s specifically designed for kids is a way that they can do that.”

Caswell said Evian will focus on in-store marketing and public relations initiatives for the launch, and will add a website early in 2009.

Evian Les Petits launches in the U.S. in late September.