Summary
Foods and beverages that are "as natural as possible" are leading the way in the fast-growing market for healthy kids' foods and drinks. The market for kids' healthy snacks is still a largely under-developed area, though consumer demand is rising rapidly. Companies are also enjoying success from addressing parents' needs for breakfast products and main meals that have a better nutritional positioning than the established products currently on offer in the mainstream market.
A great opportunity for sales growth and brand expansion awaits food and beverage companies prepared to venture into the world of kids' nutrition. Naturally healthy kids' food: snacks, breakfast and dinner is written specifically to guide companies towards the creation of the "perfect children's nutritional product".
It's clear that for healthy food served to kids at breakfast, as a snack or at dinner, the most salient and appealing health offering is "naturalness".
But, identifying the health concerns you will target with your kids' nutritional product is, while a necessary first step, only a very, very small part of creating a success in kids' nutrition.
Using 15 case studies based on primary research and careful analysis, Naturally healthy kids' food sets out a checklist of successful strategies for creating kids' nutritional products. The case study examines individual companies and brands in the US, Europe, the UK and New Zealand that are cutting inroads into the fast-changing world of healthy meals and snacks for kids. From a close analysis of these companies' activities and from a thorough look at the marketing and packaging strategies and tactics they employ, the case study develops a practical check-list of 15 factors which will help a company to build a successful kids' nutritional brand.
As with all our case studies, this 76-page analysis has been written based on in-depth interviews with the companies concerned to provide you with:
- Companies' own views on the key nutritional aspects of children's health they have chosen to target and why
- Insight into branding, marketing and pricing strategies
- Understanding of what aspects of the different strategies have worked and why
- Understanding of product formats used and ingredients chosen
- Demonstration of the value of packaging innovation
- Colour illustrations of products
- Relevant market data
Authored by Julian Mellentin - an acknowledged international expert on the business of food, nutrition and health - the insights have been derived from over two years of dedicated research in the area. Much of the research originates from work on our journal, Kids Nutrition Report - the only industry publication dedicated to this important area - other examples have been gained from work with clients around the world.
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