Kidfresh: developing healthy kid-friendly convenience foods
Datamonitor
January 23, 2008 10 Pages - SKU: DFMN1684434
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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
Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- The Kidfresh concept markets healthy and fun kids' food aimed at young families
- 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
- Kidfresh branding is designed specifically to appeal to kids with its colorful and 'fun' store layout and eye-catching packaging
- The Kidfresh website compliments its store and packaging design, while offering local delivery
- The company's food offerings adopt a novel and fun approach to healthy kids' food
- The company's food offerings are designed to encourage more adventurous palates, while maintaining a healthy, but fun focus
- This healthy, fun strategy has been adopted by other food companies, highlighting its universal appeal
- Kidfresh stores offer cookery and other lifestyle classes that help promote its fun and healthy offerings
- Freshness is also a core brand value with fresh meals prepared on site daily
- Innovative food boxes are sold by age group, helping parents make healthy choices for their kids
- The Kidfresh concept is growing through new local distribution outlets and it is expected to establish a national presence in the long-term
- Kidfresh has secured a deal to sell Travel Packs in New York airport terminals that are specially adapted to kids' traveling needs
- The founder expects the concept to roll out to other US cities
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Kidfresh offers adventurous kids' meal options
- List of Figures
- Figure 1: Kidfresh is marketed as being fun and healthy, while being attractive to both adults and children
- Figure 2: Innocent has a range of kids' drinks that are made of healthy ingredients packaged in a fun way
- Figure 3: Kidfresh organizes its children's food by age group, denoted by four different symbols
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