You may have already spotted the diminutive, colorful cans at Cafe Clementine or The Craft Studio or most recently at Taste, where more than 1000 cans were in the hands of kids and adults alike: NoBiggie, a sparkling beverage for kids made with fruit juice in a 7.5-ounce serving. The brand created by Tribecan Ali Weiss and her partner is attempting to wrest control of the kids beverage industry from the sugar-laden juice boxes and pouches with something that still tastes like a treat.

“The goal was to find something that the kid wants but it’s also easy for the parent to say yes,” Ali said.

Ali was the chief marketing officer at Glossier until 2022 and left that gig for a venture studio — she worked with companies where the family was the consumer. The whole time she had a list of her own ideas running through her head. This was one she could not stop thinking about.

When she was introduced by a mutual friend to her now business partner, Aytunc Atabek, a former vice president at Vita Coco, everything clicked. He was building a consulting business; Ali had the idea but had never made a beverage before. “I love doing brand creation and it turns out I really like working for myself,” she said. “There are things that are so hard but I finally just bit the bullet and did it.”

Research showed that kids loved sparkling — 50 percent of them are drinking something that is *not* soda twice a week — and they love juice — 75 percent of them drink it several times a week. Plus Ali knew as does every parent that kids never finish the whole thing, hence the mini cans. Finally, she wanted it to be something parents felt good about buying for their kids.

The liquid itself is blended and canned in Vermont; the juices are sourced around the world through a company in Atlanta. A designer friend from Glossier did the cans. And then there was the name. It had to be conversational, the way real families talk.

“We wanted parents to be able to say, ‘sure, no biggie, you can have this,'” Ali said. “Plus it’s a reference to the size of the can, and of course, the size of the consumer.”

So far there are four flavors — strawberry watermelon, clementine lemon, cherry berry, kiwi apple — and the four-packs come in boxes that convert into gameboards (a fortune teller, word search, paper airplane). You can buy them on their site, nobiggieplease.com, or at Amazon.

And after a couple years of taste-tests at home, she finally got the ultimate stamp of approval. “My daughter had her first can of cherry berry,” Ali said, “and said, ‘it just keeps getting better!'”