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

By Elaine Watson

- Last updated on GMT

Related tags Food for kids KidsLuv

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.”

Ashi-Jelenik-trailblazer2018-andFNU-team
L-R: FoodNavigator-USA editor Elaine Watson, KidsLuv founder & CEO Ashi Jelenik, and FoodNavigator-USA deputy editor Liz Crawford
KidsLuv5
KidsLuv6
Food for Kids +Trailblazers Winner logo

Related news

Show more

Related products

show more

 Pack in the protein. Prevent off-notes

Pack in the protein. Prevent off-notes

Content provided by ADM: Game-Changing Innovation in Nutrition | 10-May-2023 | White Paper

AccelFlex TM soy crisps are exceptional, high-quality soy ingredients that pack in protein while maintaining a clean taste.

Flavor technology for bold, bright citrus flavors

Flavor technology for bold, bright citrus flavors

Content provided by ADM: Gain an Edge with Global Consumer Trends | 09-May-2023 | Case Study

Our collaborative global team of expert citrus flavorists combines technology and experience to make ADM the full-service partner you need to shape your...

Benefits in Focus: Immune Health

Benefits in Focus: Immune Health

Content provided by Kerry | 09-May-2023 | Infographic

Consumers of all ages cite immune health as a top benefit driving their purchases, along with improving gut/digestive health. Worldwide, specific health...

Related suppliers

Follow us

Products

View more

Webinars