DOH Warns Parents About Sweetened Fruit Drink Marketing Targeting Keiki

Hawaii DOH News

Published April 7th, 2026

Detected April 8th, 2026

Summary

The Hawaii Department of Health relaunched its Sweet Lies! public awareness campaign to warn parents and caregivers about misleading marketing of sweetened fruit drinks to children. The campaign addresses statistics showing nearly one in three school-aged children in Hawaii are overweight or obese, and more than 75% of keiki consume at least one sweetened beverage daily. The initiative runs through May 15, 2026, across television, radio, digital platforms, social media, and shopping malls statewide.

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What changed

The Hawaii Department of Health launched a public service announcement campaign called Sweet Lies! to educate parents about how sweetened fruit drink manufacturers use misleading marketing tactics. The campaign highlights that images of fruit and labels claiming 'juice,' 'natural,' and '100% vitamin C' create false impressions of healthiness, while these beverages can contain as much sugar as soda and contribute to tooth decay, early weight gain, and increased risk of diet-related diseases including diabetes beginning in childhood.

For parents and caregivers, the campaign provides guidance on recognizing deceptive product labeling and making healthier beverage choices for children. The initiative supports families in understanding that sweetened fruit drinks should be avoided, with water and unflavored milk recommended as healthier alternatives. The campaign complements broader DOH efforts including the WIC at Farmers Markets program and Farm to Keiki initiative, which work to increase access to healthy foods for Hawaii families.

What to do next

Monitor campaign resources and share information with parents and caregivers about misleading beverage marketing
Educate families on identifying deceptive product labeling such as 'natural' and '100% vitamin C' claims on sweetened drinks
Serve children water or unflavored milk as recommended alternatives to sweetened fruit drinks

Source document (simplified)

Home » Newsroom » DEPARTMENT OF HEALTH CAMPAIGN WARNS PARENTS ABOUT BEVERAGE INDUSTRY’S “SWEET LIES”

DEPARTMENT OF HEALTH CAMPAIGN WARNS PARENTS ABOUT BEVERAGE INDUSTRY’S “SWEET LIES”

Posted on Apr 7, 2026 in Newsroom HONOLULU — Nearly one in three school-aged children in Hawaiʻi is either overweight or obese according to a national study, prompting the Hawaiʻi Department of Health to relaunch a public service announcement campaign to help protect Hawaiʻi keiki from further harm. The “Sweet Lies” campaign raises awareness about how sweetened fruit drinks are marketed to keiki and the health risks associated with those beverages.

Images of fruit and labels such as “juice,” “natural” and “100% vitamin C,” can give the impression that these beverages are healthy choices. In fact, sweetened fruit drinks can contain as much sugar as soda and may lead to tooth decay, early weight gain and an increased risk of diet-related diseases, including diabetes, beginning in childhood.

Health experts recommend that keiki avoid sweetened fruit drinks and other sugary beverages. Parents are encouraged to serve their children water or unflavored milk instead.

A Campaign for Hawai’i

“It was evident during our focus groups that parents and grandparents are trying to make healthy decisions for their keiki,” said Lola Irvin, administrator of the Department of Health Chronic Disease Prevention and Health Promotion Division. “However, pictures of fruit on packaging and products labeled ‘natural’ and ‘100% vitamin C’ are deceiving families into thinking sweetened fruit drinks are healthy, when in fact, they are filled with sugar.”

The Sweet Lies! ** campaign was developed with insights and feedback from focus groups consisting of parents and grandparents of Hawai‘i keiki. While most participants recognized that soda is too sugary for children, many were surprised to learn that sweetened fruit drinks can contain just as much added sugar. This confusion highlights how product packaging and labeling can influence purchasing decisions.

Childhood Overweight and Obesity in Hawai’i

Beverages can make up a large portion of a child’s daily calorie and sugar intake. The drinks parents and caregivers choose for their children can have a lasting impact. According to the Hawai‘i’s Young Children Health Survey, more than 75% of keiki in Hawai‘i consume at least one sweetened fruit drink, sports drink, energy drink, or sweetened tea each day, often beginning at a very young age.

Recent statewide data from the United Health Foundation show that nearly 1 in 3 school-age children in Hawaiʻi are either overweight or obese, reflecting a significant public health concern about youth across the state. These findings indicate that many children are experiencing the effects of excess sugar intake early in life, underscoring the importance of prevention efforts that begin in early childhood.

Initiatives for a Healthier Hawaiʻi

DOH is taking a multi-pronged approach to combat childhood obesity. In addition to the Sweet Lies! campaign, DOH supports initiatives that increase access to healthy foods and beverages for keiki and ʻohana. The Women Infant Children (WIC) at Farmers Markets program makes it possible for families to use their WIC benefits at Farmers Markets and Food Hubs. The Farm to Keiki program educates families about local food, nutrition and gardening, through on-site “‘āina-based” learning.

The Sweet Lies! campaign focuses on increasing awareness of misleading beverage marketing and supporting families in making informed choices. The campaign will run through May 15, 2026, across television, radio, digital platforms, social media and in shopping malls statewide.

A Resource for Parents and Caregivers

Parents and caregivers are encouraged to visit SweetLies.hawaii.gov to learn how to identify added sugars and make healthier drink choices for keiki.