The evolving 'kids' landscape

Supplementation isn’t just for adults, if anything, there’s arguably an even stronger case for getting kids on the right nutritional path from the off, to help build habits that can stick and extend later into adulthood.

But gone are the days where it’s enough to simply offer a multivitamin, or to build a proposition solely around vitamins and minerals. Because as the wider active nutrition landscape continues to evolve, we’re beginning to see more of those same macro, functional and needstate-led narratives trickle down into kids’ nutrition. So, let’s take a look at how the kids’ active nutrition landscape is shaping up.

Equip Foods’ latest Kids line framed around protein is arguably one of the clearest cases of adult active nutrition moving downstream.

Its Kids Protein Bar is designed for “growing kids”, packing 10g of complete grass-fed beef and collagen protein into a 30g bar that “tastes like a treat”. Made from real-food ingredients and without dairy, whey or seed oils, the proposition clearly leans into the clean label trend and quality third-party testing.

The Kids Protein Powder takes the same approach, positioning grass-fed beef protein as something “now made for picky eaters”. Each 16g scoop delivers 10g of protein alongside 11 organic fruits and real-food ingredients, with the core intention of still delivering a treat-like proposition. Deliberately positioned as “perfect for lunchboxes or on-the-go snacks” as the better-for-you, functional narrative becomes just as important for kids.

And then there are brands pushing the narrative even further by building an entire brand proposition specifically around youth performance…

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