I think you have nailed why it won't succeed mass market....

I think you have nailed why it won't succeed mass market. Packaging for kids needs to appeal to products kids will drive the purchasing of. Otherwise it'll be parents buying it for their kids. When was the last time you saw a kid in woolies begging their parents to buy them milk? They care about chocolate, chips, cereal.

They've made a product selected by parents, designed for children. You bet they did market research only asking kids too. This is why A2 succeeds, they have a sleek and elegant branding that appeals to adults, using purple a historically regal colour, worn by Roman emperors and orators. Not a gross brown colour. As a web developer for a very large Australian company I would never be allowed to ship that design, the black on brown would fail basic accessibility tests.