Brainiac Kids is set to introduce whole-milk yogurts, tubes, and drinks on a brain drink platform, claiming to be the first of its kind. This marketing strategy is likely to appeal to many parents eager to enhance their children’s overall health, particularly their brain development, in any nutritionally beneficial way. The new products boast less sugar and more protein than other children’s yogurt brands, aligning with consumer trends that favor reducing sugary snacks while seeking protein-rich foods and beverages.
Ingenuity Brands, founded by two former TerraVia executives, states that the Brainiac line will promote brain health for young children all the way into adolescence. In contrast, most other nutrient-enriched products, like baby formulas, are typically designed only for infants. Wolfson shared with Food Navigator that discussions with pediatricians, neurologists, and nutrition scientists highlighted the fact that children’s brains continue to develop rapidly beyond infancy.
Brainiac Kids may be onto something significant with its claims regarding brain health nutrition. Research indicates that nutrition can enhance academic performance in school-aged children, aiding them in reaching their mental and cognitive potential. Key micronutrients important for learning and brain function include omega-3, thiamin, and vitamin B6. However, it remains unclear if other companies offer kids’ products with specific brain-building claims. Notable yogurt brands targeting children include Danone, with its Danimals line, and Chobani, which recently launched Chobani Gimmies in December.
These yogurt products must engage kids as well as their parents, who are usually the ones doing the shopping. While children have significant influence over their parents’ purchases, if they dislike a product, they are unlikely to consume it. This is where effective marketing plays a crucial role. Both Danone and Chobani have designed their packaging to be kid-friendly, featuring appealing characters and fun activities.
In contrast, Brainiac Kids has taken a different approach. Their packaging showcases astronaut-like characters that may catch kids’ attention, but the messaging emphasizes that the product was “Developed by Pediatricians & Neurologists” and that it “Supports Brain Development.” If this strategy doesn’t resonate with young consumers, the company might reconsider and adopt a more playful, kid-friendly marketing strategy similar to those of Danone and Chobani.
Looking ahead, Brainiac Kids could expand its product line significantly. Their 2017 trademark filing included a variety of potential offerings beyond yogurt, such as infant and toddler formula, meal replacement snacks for medical use for babies, powdered nutritional supplement drink mixes, teething biscuits, teething bars, and teething cookies. Additionally, petite calcium tablets could be among the forthcoming nutritional products, which may further enhance the brand’s appeal to health-conscious parents.