KinderFarms has launched its “Kids Deserve Less” campaign to communicate the idea that modern parenting and children’s products have “lost the plot” on what actually matters.
The Los Angeles-based wellness brand also has undergone a full brand redesign as part of the campaign.
According to KinderFarms, the campaign and product redesign are built around one idea: Today’s parenting culture has confused more with better, and kids and the products made for them are paying the price.
A yearlong effort
The 2026 campaign will tap into major events on the parenting calendar, the company says. The first two pillars celebrate “less” with “un-events” aimed to reframe how parents engage in their everyday family routines and reprioritize what’s most important.
“The Great Unsubscribe” launched in January as a call for parents to opt out of the unrealistic expectations and constant input that define modern parenting culture.
“The UnHour,” which launched this spring and will run through summer, is a daily ritual encouraging screen-free, noise-free time for families to simply be present with one another.
KinderFarms partnered with parenting expert Devon Kuntzman, PCC, founder of Transforming Toddlerhood, to create The UnHour Toolkit, a zero-prep set of prompts and ideas in five categories: Super Simple, Conversation Games, Indoor Sparks, Outdoor Adventures and Something Kinder. This is available to download via KinderFarms’ Instagram bio and Kuntzman’s Instagram bio, @transformingtoddlerhood.
“The UnHour is not about adding one more thing to your day; it is about creating simple, screen-free moments of connection,” Kuntzman said. “It does not need to be perfect, and it does not even need to be an hour. What matters most is being present, because connection is one of the most powerful things a family can build, and when connection becomes more consistent it can lead to more closeness, more cooperation and less tension at home.”
Summer and fall activations
Campaign activations for the back half of the year will touch summer (hydration season) and fall (back to school). This portion of the campaign involves the identity refresh, with new packaging designed to bring the “less is more” philosophy to shelf.
The new packaging was created to clearly communicate that every product is non-GMO Project Verified, gluten-free and free of artificial flavors, dyes, and sweeteners. The packaging refresh, led by Of One Kind, features brighter, simpler graphics to better appeal to kids.
“Modern parenting has sold the idea that more is always better. We don’t believe that, and we never have,” said Kristin Recchiuti, CEO of KinderFarms. “KinderFarms was built on the opposite argument: Kids deserve better, and better means less. Less noise in the culture, less pressure on families to do more than they need to, and when it comes to what goes in their bodies, less filler and less clutter on the label.
“‘Kids Deserve Less’ captures both the world we want our kids to grow up in and the products they deserve,” Recchiuti added.
About KinderFarms
Founded in 2018, KinderFarms’ product lines include OTC infants’ and children’s medications to its hydration line that includes liquids and powder sticks. KinderFarms is available at major retailers such as Walmart, Kroger, Meijer and H-E-B, drugstores nationwide and on Amazon.