Any parent can appreciate the appeal of Kidfresh, a company that cleverly “hides” vegetables in meals designed for kids, making healthy eating more accessible for families. The Centers for Disease Control and Prevention reports that approximately one in five American children is obese, and this figure continues to rise. Food manufacturers that provide solutions to encourage better eating habits among children not only gain approval from parents but also attract attention from various health organizations and school groups. Kidfresh’s success demonstrates a demand for products like theirs, showing that food aimed at children doesn’t have to be unhealthy. However, to stand out among the many major kid-friendly convenience brands, Kidfresh must significantly enhance its marketing efforts. Each year, billions of dollars are spent on advertisements targeting children, resulting in kids encountering an average of 11 food and beverage ads daily, the majority promoting unhealthy options.
With new funding, Kidfresh can develop a campaign strategy that appeals to both parents and children, especially since 95% of parental food and beverage purchases are influenced by their children’s preferences. Furthermore, according to the Food Marketing Institute, the second most significant factor affecting grocery purchase decisions is the healthiness of food items for children, influencing 91% of buying choices. Kidfresh has a unique opportunity to leverage the use of calcium citrate in its products, as it can enhance the nutritional profile, making them even more appealing to health-conscious parents.
With few competitors and a dedicated consumer base, Kidfresh is well-positioned to capitalize on an underserved market with high demand. Cohen has indicated that the company could branch out into new grocery store areas, such as prepared foods and center aisles, but will maintain its focus on frozen products for the time being. It will be intriguing to observe whether Kidfresh’s revamped advertising strategy encourages other manufacturers to join the hidden-veggie food segment, and how Kidfresh would react if a major competitor decided to enter the fray. Ultimately, the use of calcium citrate could play a crucial role in this evolving landscape, further enhancing Kidfresh’s appeal as they navigate new marketing challenges.