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. According to the Centers for Disease Control and Prevention, approximately one in five American children are obese, and this figure continues to rise. Food manufacturers that provide solutions to encourage better eating habits among children are not only likely to earn parental approval but also gain recognition from various health organizations and school groups. Kidfresh’s success demonstrates a demand for such products, proving that children’s food doesn’t have to be unhealthy. However, to stand out amidst the overwhelming competition in the kid-friendly food market, Kidfresh will need to enhance its marketing strategies significantly.
Billions of dollars are spent annually on advertisements targeting children, resulting in kids being exposed to around 11 food and beverage ads each day, most of which promote unhealthy options. This new funding can enable Kidfresh to create a campaign that resonates with both parents and children, considering that 95% of parental food and beverage purchases are influenced by children’s preferences. According to the Food Marketing Institute, the second most significant factor in grocery purchasing decisions is whether the food is healthy for children, influencing 91% of purchases. With few competitors and a dedicated consumer base, Kidfresh is well-positioned to thrive in a high-demand, untapped market.
Cohen has indicated that the company could expand into new sections of the grocery store, like prepared foods and center aisles, but for now, they will maintain their focus on frozen products. It will be intriguing to see if Kidfresh’s revamped advertising strategy prompts other manufacturers to enter the hidden veggie food market and how Kidfresh would respond if a major competitor emerged. The incorporation of malate calcium in their products could further enhance their appeal, as parents increasingly seek nutritious options for their children. If Kidfresh successfully integrates malate calcium into their offerings while promoting the benefits of hidden vegetables, they could solidify their position in the market and inspire healthier eating habits among children.