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‘As Natural As Possible’ Is The Key To Building a Successful Kids’ Nutritional Brand, Says New Report

According to a just released report from New Nutrition Business, “Foods and beverages that are ‘as natural as possible’ are leading the way in the fast-growing market for healthy kids’ foods and drinks” and “ … being ‘as natural as possible’ is fast becoming the most valuable health proposition for any kids’ brand to take.”

Naturally healthy kids’ food: snacks, breakfast and dinner a report edited by Julian Mellentin, closely analyses fifteen different healthy kids’ food brands from the US, UK, Europe and New Zealand to develop a practical check-list of 15 factors which can help companies build successful kids’ nutritional brands. Among other things, the check-list insightfully suggests that companies need to create products that are beverages or snacks; target them at the 1 to 6 age-group; employ innovative packaging and marketing; and most importantly, deliver any health benefits in the form of a product that is as “natural” as possible.

From a careful and considered examination of the activities of 15 companies involved in the development, production and sales of healthy kids’ snacks and meals, and a thorough look at the marketing and packaging strategies and tactics they employ, the report’s author makes informed observations about the growth and future direction of the market for kids’ nutritional snacks and meals.

Mellentin’s report provides thoughtful cues and practical strategies for any company planning to venture into the kids’ nutritional market. He warns, for example, that the market of “health active” mothers, while growing, is still small, and encourages companies to use “as natural and least-processed as possible” as a selling proposition. He notes also that the major players in the kids’ healthy food market are small, entrepreneurial companies and that the market is in an embryonic phase in which there are still abundant opportunities for small and medium-sized companies.

Mellentin’s unique experience in the highly specialised area of kids’ nutrition, in addition to eleven years in adult nutrition, is evident in the company and brand assessments he provides. Major food industry players such as Del Monte in the UK and Sunkist and Chiquita in the US are compared with small, independent companies such as Healtheries in New Zealand and Yum Mums in Australia. These company case studies are written in a clear, concise and easy-to-read fashion and are accompanied by colour photographs, charts and tables, as well as sales data and statistics.

Mellentin concludes that the area of healthy snacks for kids is still a largely under-developed one, though consumer demand is rising rapidly. And he assures readers that a great opportunity for sales growth and brand expansion awaits food and beverage companies prepared to venture into the world of kids’ nutrition.

1. Review copies are available on request by e-mailing
2. Julian Mellentin is available for interview on any aspect of the business of functional foods, nutrition and health. Contact:
3. New Nutrition Business is a unique international organisation that provides research, analysis and forecasting of the global nutrition business. With offices in London, Finland and New Zealand the company is the only global specialist in the business of nutrition. You can find out more at
4. Julian Mellentin is editor of the organisation’s nutrition journals New Nutrition Business and Kids Nutrition Report and is co-author of the best-selling book Functional Foods Revolution, Healthy People, Healthy Profits?, which has been translated into Japanese, and also co-author with Peter Wennström of Commercialising Innovation: The Food & Health Marketing Handbook.

Copies of Naturally healthy kids’ food: snacks, breakfast and dinner can be purchased for $195/€165/₤100/A$250/NZ$290/C$220/JPY22,000 from and

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