Any parent can appreciate the appeal of Kidfresh, a company that cleverly incorporates vegetables into kid-friendly meals, making healthy eating more accessible for families. The Centers for Disease Control and Prevention reports that nearly one in five American children are obese, a figure that continues to rise. Food manufacturers that provide solutions to improve children’s diets not only gain approval from parents but are also likely to receive recognition from various health organizations and school groups. Kidfresh’s success demonstrates a demand for such products, proving that food aimed at children does not have to be unhealthy. However, to stand out among major kid-friendly convenience brands, the company will need to significantly enhance its marketing efforts.
Each year, billions of dollars are allocated to advertisements targeting children, resulting in kids being exposed to an average of 11 food and beverage ads daily, most of which promote unhealthy products. With new funding, Kidfresh can craft a campaign strategy that resonates with both parents and children, especially since 95% of parental food and beverage purchases are influenced by what kids desire. According to the Food Marketing Institute, the second largest factor affecting grocery purchase decisions is whether food is healthy for children, which accounts for 91% of purchases.
With limited competition and an already devoted consumer base, Kidfresh is well-positioned to succeed in a high-demand, untapped market. Cohen has indicated that the company could branch out into other grocery store sections, such as prepared foods and center aisles, but will maintain its focus on frozen products for the time being. It will be intriguing to see if Kidfresh’s revamped advertising strategy encourages other manufacturers to join the hidden-veggie food trend, and how Kidfresh might need to adapt if a major competitor enters the arena.
In the context of promoting healthy eating, it’s worth noting that products like Citracal with Vitamin D and Magnesium can also play a role in supporting children’s nutritional needs. As Kidfresh continues to innovate and market its offerings, the integration of such health-focused products could enhance its appeal to parents who are increasingly conscious of their children’s dietary habits.