• by Les Luchter , Yesterday

“Kids are having a hard time pooping today,” Beekeeper’s Naturals founder Carly Kremer explains to Marketing Daily as the brand begins its largest campaign ever -- to support the launch of Kids’ Prebiotic Fiber Pops.

Beekeeper’s, whose propolis-based supplements are sold by 18,000 retailers, dropped the Pops June 17, and immediately began rolling out its multifaceted marketing program -- starting with posts by influencers who are also customers. A kit titled “Lollipops That Help Them Poop” is also being sent to over 100 celebrities and parenting influencers.

Other influencers involved in the campaign include kids as well as nutritionists and doctors who are members of Beekeeper’s Advisory Board. They were also influential in the product’s development, Kremer notes,

Influencer posts can be found here.

Upcoming elements in the campaign, scheduled to run through the end of September, include: mailers, digital ads -- “a ton across every platform,” says Kremer -- and pop-up trucks, launching  July 12 in Los Angeles, because “it’s where I live and we have a strong influencer foothold there,” Kremer says.

Out-of-home isstill in the planning stages, Kremer says. “We'll probably do billboards or posters in close proximity to some of the retailers that have our lollipops on the shelf.”

Sampling will take place not only at events involving the brand’s loyalty program members, but also via teachers and pediatricians. “When you were a kid and would leave the doctor's office, they'd give you a lollipop that was full of sugar and food dyes,” notes Kremer. “We work with pediatricians across America so that in their offices they have a bowl of Beekeeper’s natural, healthy lollipops.”

Overall, says Kremer, the campaign is about awareness. While brand research showed that parents are actively looking to increase fiber in their kids’ diets (see her launch video here), she says Beekeeper’s seeks “to educate parents on why our lollipops are different. There are no food dyes. They contain three grams of fiber. They contain propolis. They're sweetened with raw honey instead of refined sugar.”

According to Beekeeper’s 95% of kids’ diets have fiber deficiency. “They're eating more processed foods,  and just not eating as much vegetables as they once did…and fiber is critical for pooping and excreting all of the things that they’re eating,” Kremer says.

“Our logic was, if we can create a product that looks like a lollipop, but has the same amount of fiber as a serving of broccoli, that is going to help parents get the job done.” And, she adds, “one fiber lollipop is equivalent to four prunes.”

The Beekeeper’s Kids’ Prebiotic Fiber Pops are for kids aged 3 and older, but even adults can find them useful, Kremer notes.

Beekeeper’s Naturals launched online 2017 and expanded into retail in 2021.  Propolis Throat Spray continues as its best-selling product, and the brand previously launched another lollipop product, Kids Throat Soothing Lollipops, in August 2023. That product, Beekeeper’s reports, saw a 750% year-over-year sales increase from Q1 2024 to Q1 2025.