The new product line includes 10 products: KidzProtein comes in chocolate, vanilla, and strawberry; KidzProtein Vegan comes in chocolate and vanilla.
Initially launching in the US, the new nutritional shakes, which include both dairy and plant-based formulas can serve as a breakfast or a snack between meals. They contain a proprietary blend of micro- and macronutrients demonstrated to support optimal childhood growth and development, as well as a fruit and veggie blend. They complement an existing product line shown in a clinical study to help children grow in height and weight.
“There is a high demand from parents for a nutritional shake formula for children to support everyday wellness,” said Liron Fendell, CEO and managing director of Nutritional Growth Solutions.
“We created our evidence-based Healthy Heights KidzProtein range in both dairy and vegan versions to support the unique nutritional needs of children including those with dairy allergies. Milk allergy is the most common allergy among children, as well as intolerance to lactose.”
KidzProtein and KidzProtein Vegan provide 10g of protein and a full array of vitamins and minerals.
“It is formulated to fill common nutritional gaps,” Fendell said.
“You cannot fool kids; the product has to be designed for flavor as well as their needs and preferences. The products contain real fruit and veggie powders for an extra boost of nutrition.”
KidzProtein and KidzProtein Vegan are also supplemented with omega-3 fatty acids, important for brain and cognitive health and neurological development.
Innova Market Insights reports that the most popular flavors for NPD continue to follow those of the traditional shakes market, namely chocolate, vanilla and strawberry in the first three in 2019-2021. Plant-based is the fastest growing claim on products positioned for children and is emerging in most categories for children. In general products for children are being reformulated with features that are popular and trending in general products, including immune health, clean, plant-based and vegan.
“We are excited to finally offer a fully plant-based formula to serve children who cannot consume dairy or who adhere to a vegan diet,” said Kaitlin Cushman, M.S. director of product development and education at NGS.
“It was important for us to include vegan products to ensure even more children have access to our products, and to do so without compromising on quality, effectiveness, or flavor. Our easy-to-drink formulas contain all the same micro and macro nutrients as our non-vegan formulas, and taste great. They are a perfect way for picky eaters or those with dairy intolerances to gain the necessary nutrients to support growth and development.”
KidzProtein Vegan includes pea protein and fava bean protein. In combination, these two proteins contribute all of the essential amino acids, creating a complete protein source.
“The launch of the Healthy Heights KidzProtein line in the US is a key factor in our growth strategy,” Fendell said.
“We will be expanding the product line into other global markets and into more distribution channels.”