Good start

Consumers are ever more focused on what constitutes good nutrition for their children – particularly in the light of recent food and drink scandals. Beyond simply feeding their children healthily, adults desire greater education in food and healthy cooking, to ensure good habits continue into later life. Technology can increasingly play a role here.

How is this sub-trend evolving?

How it was

Introducing kids to more sophisticated tastes and food education from a young age

New York-based ‘Petite palate’ have a range of organic sweet and savoury baby food with ingredients ranging from figs and pistachios to spinach and lentils.

How it is

Simple ways (often tech-enabled) to get kids involved in sourcing healthy food and cooking

Great British Chefs launched their ‘Cooking with Kids’ app – a child-friendly way to proactively educate on food, health and the kitchen.

How it will be

Digital, integrated platforms for involving tech-savvy children in food preparation – to develop healthy relationships with food

BuzzFeed ‘Tasty’ cooking videos inspiring a truly digital generation from the earliest age.

In-market examples from around the world

What: According to government data, Japan’s child obesity rate, always among the world’s lowest, has declined for each of the past six years, a period during which the country has expanded its dietary education programme, and improved catering for the students.
Why: Officials at Adachi Ward, in northern Tokyo, say they run a “fairly standard” school lunch programme in the ward’s 71 elementary schools and 37 middle schools. And because this is food-obsessed Japan, those standard meals are restaurant-worthy; in fact, the ward publishes a full-colour cookbook based on its best school meals!
What: Rainbow Plate kids workshops engage children from toddler age to expose them to fresh, healthy foods while encouraging sensory exploration.
Why: Introducing kids to food education from a very young age, the Rainbow workshops help them develop a healthy and informed relationship with food that will last into their adult lives.
What: Bub’s babies (AU) have released their new range of superfood / supergrain products, including porridge made with quinoa and oatmeal, raw cacao custard, and amaranth yoghurt.
Why: Bub’s believes the adult trend towards supergrains and ancient superfoods is just as applicable to kids – supporting healthy hearts and digestion with playful packaged products.
What: Healthy Irish snack brand Veronica’s has launched Crunchy Creatures – gluten-free, 100% baked corn crisps, with 40% less fat than a standard pack of crisps.
Why:  Saving parents from the bullish banning of junk snacks, Crunchy Creatures is a healthy and tasty version of crisps for kids, with a cheesy flavour, as opposed to the more sophisticated flavour combinations of other baked crisp brands.
What : Pytt I Panna packs in Sweden provide a simple and healthy snack solution that children can make themselves when they come home from school.
Why: The product has visual cues that are easy and engaging enough for children to follow, so they learn about nutritious cooking and gain practical experience.
What: US company Skoop LLC  makes nutrient-packed food powders  and supports children’s health and wellbeing.
Why:  The company’s key value is that everyone, everywhere deserves access to the very best nutrition available. So, they’ve partnered with a non-profit to provide one serving of free fruits and veggies to a public school lunch programme in America for every serving of Skoop they sell.