Charlie's facts for kids

Charlie's Group Limited is a company from New Zealand that makes yummy drinks! They are known for their natural fruit juices and other refreshing beverages. Today, Charlie's is part of a bigger Japanese company called Asahi.

The Story of Charlie's

Charlie's was started in 1999 by three friends: Marc Ellis, Stefan Lepionka, and Simon Neal. When they first began, they focused on making fresh orange juice.

Growing the Drink Range

In 2001, Charlie's decided to offer more choices. They added other natural fruit juices to their collection. Over time, they also started selling:

• Loose fruit
• Tasty fruit smoothies
• Sports water with fruit flavors

"Honest" Drinks

In May 2008, Charlie's launched a new line of fruit-based soft drinks. They called these drinks "Honest." This name meant that their products were not made from concentrate. It also meant they had no extra sugar added.

Company Milestones

Charlie's has had some important moments in its history.

Joining the Stock Market

In 2006, Charlie's became a public company. This meant their shares could be bought and sold on the NZX.

Expanding to Australia

Two years later, in 2008, Charlie's opened a new factory. This plant was located in Renmark, Australia. This helped them make more drinks for people in both countries.

The Banned TV Commercial

In 2007, a Charlie's TV commercial caused a lot of discussion. The ad showed cartoon children playing with fireworks in a very unsafe way. For example, the cartoons showed fireworks exploding between their teeth. They also shot rockets at each other.

Why the Ad Was Banned

Many people complained about the commercial. The Television Commercials Approval Bureau decided to ban it in New Zealand. Paul McGill, who was in charge of the Fire Service, said the ad made dangerous behavior look good. He felt it was wrong to show such actions.

Charlie's Response

Ron Curteis, Charlie's Marketing Manager, said the ad was not meant to encourage unsafe behavior. He explained they did not realize how serious the issue of fireworks safety still was. Marc Ellis, one of Charlie's founders, later spoke out. He thought the rules for advertising should be looked at again. He pointed out that the same group that banned the ad had first said it met all the rules. This ban led to a bigger talk about what is allowed in TV shows versus what is allowed in advertisements.

Becoming Part of Asahi

In July 2011, a big Japanese drink company bought Charlie's. This company is called Asahi. Charlie's became a part of the Asahi family of brands.