Kidfresh, the kids’ meal brand known for favorites made with hidden vegetables, is expanding beyond lunch and dinner with four new products designed to help parents at breakfast and snack time: Egg Bites & Potato Tots, Mac & Cheese Bites, Blueberry Mini Muffins and Chocolate Chip Mini Muffins.
The launch is well timed: Acosta Group’s just-released frozen and refrigerated shopper study found shoppers asking for changes including “a dedicated kid-friendly frozen snack and meal subsection for busy parents,” alongside broader calls for healthier, better-labeled frozen options.
“Parents aren’t just figuring out dinner. They’re solving for breakfast, packing lunchboxes and looking for snacks their kids will actually eat, while also wanting choices they feel good about serving,” said Michael Allen, CEO of Kidfresh. “In the morning, we know parents are managing time, and in the afternoon, they’re managing hunger. We’re here to provide a solution for both.”
The line is rolling out at Target this month, with Wegmans to follow, Allen said. “The brand is continuing to expand its retail footprint. We aren’t able to share additional retailer details just yet, but we’re excited about the brand’s continued growth,” he told The Shelby Report.
Details on the new additions:
- Egg Bites & Potato Tots Easy Combo: The brand’s Easy Combo concept debuts at breakfast, pairing cage-free egg bites made with real cheddar and pureed butternut squash with russet potato tots hiding pureed cauliflower and navy beans; 14 grams of protein per serving.
- Mac & Cheese Bites: The brand’s award-winning mac and cheese in crispy, bite-sized form, made with real mozzarella, hidden butternut squash and fava beans; 10 grams of protein per serving and a good source of calcium.
- Blueberry Mini Muffins: Made with real blueberries, banana and hidden butternut squash; 5 grams of protein per serving and 35 percent less sugar than the leading brand.
- Chocolate Chip Mini Muffins: Made with real chocolate, banana and hidden butternut squash; 5 grams of protein and 45 percent less sugar than the leading brand.
Kidfresh showcased the lineup at the NFRA Convention, held Oct. 17-20 in National Harbor, Maryland, connecting with retailers as the brand expands into new dayparts.
New York-based Kidfresh was created in 2009 by parents with the help of nutritionists and chefs. Kidfresh meals are made without artificial colors, flavors or preservatives and frozen immediately after cooking. The brand is available nationwide and in Canada.
Related: NFRA: Air Fryers Driving Frozen Food Buying, But Packaging Gaps Remain