Kidfresh: developing healthy kid-friendly convenience foods

Kidfresh: developing healthy kid-friendly convenience foods

Introduction

This report on Kidfresh forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the New York-based retailer capitalizes on the health and convenience trends which are driving kids' food consumption.

Scope



Highlights



Reasons to Purchase

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The Kidfresh concept markets healthy and fun kids' food aimed at young families 2
The first Kidfresh store has been dubbed as 'Whole Foods for the junior set', capitalizing on the health and convenience trends which are driving kids food consumption 2
Kidfresh branding is designed specifically to appeal to kids with its colorful and 'fun' store layout and eye-catching packaging 3
The Kidfresh website compliments its store and packaging design, while offering local delivery 3
The company's food offerings adopt a novel and fun approach to healthy kids' food 4
The company's food offerings are designed to encourage more adventurous palates, while maintaining a healthy, but fun focus 4
This healthy, fun strategy has been adopted by other food companies, highlighting its universal appeal 5
Kidfresh stores offer cookery and other lifestyle classes that help promote its fun and healthy offerings 5
Freshness is also a core brand value with fresh meals prepared on site daily 6
Innovative food boxes are sold by age group, helping parents make healthy choices for their kids 6
The Kidfresh concept is growing through new local distribution outlets and it is expected to establish a national presence in the long-term 7
Kidfresh has secured a deal to sell Travel Packs in New York airport terminals that are specially adapted to kids' traveling needs 7
The founder expects the concept to roll out to other US cities 8
APPENDIX 9
Case study series 9
Methodology 9
Secondary sources 9
Further reading 9
Ask the analyst 9
Datamonitor consulting 9
Disclaimer 9
List of Tables
Table 1: Kidfresh offers adventurous kids' meal options 4
List of Figures
Figure 1: Kidfresh is marketed as being fun and healthy, while being attractive to both adults and children 3
Figure 2: Innocent has a range of kids' drinks that are made of healthy ingredients packaged in a fun way 5
Figure 3: Kidfresh organizes its children's food by age group, denoted by four different symbols 7