FOOD FOR KIDS trailblazers, 2018: 'Parents are looking for zero sugar, and added health benefits,' says KidsLuv

21-Nov-2018 - Last updated on 28-Sep-2021 at 13:01 GMT

While the kids’ beverages market is dominated by some industry heavyweights, from Capri Sun to Minute Maid, there is room in the category for a new wave of brands that resonate with Millennial Moms, says Ashi Jelinek, founder and CEO at KidsLuv, one of the three winners of our 2018 trailblazers competition.

Speaking to FoodNavigator-USA on the opening night of our inaugural FOOD FOR KIDS summit, Jelinek explained the thinking behind KidsLuv, a juice alternative with zero sugar made from water, coconut water, a dash of organic juice, stevia extract, and 12 essential vitamins and minerals.

“After I had my first child, I was overwhelmed by the options when it came to healthy snacks and foods, but completely underwhelmed when it came to the lack of options when it came to healthy, nutritious kids’ beverages,” said Jelenik, who has started with a direct to consumer offering and is now looking at bricks & mortar stores on the east and west coast.

“And as my son grew older, I noticed another phenomenon. Every mother, whether it would be at a soccer game, birthday party, or going to the park, would take juice and pour water into it to dilute the sugar content.

"The other thing I noticed was that for kids, supplements only came in two forms, gummi bears and hard candies, which can cause cavities and tooth decay.”

She added: “I think parents want their children to drink more water, and when they don’t, they are looking for zero sugar, and added health benefits, whether that be plant-derived proteins, whether that be vitamins, and I think they are looking for different ways to deliver these benefits, especially when their kids are picky eaters.”