If you want to sell foods for kids, what’s the best way to get the recipe right? Ask, kids, of course. Which makes one wonder why every food manufacturer does not follow the example of cereal company Kashi when it created its first line of organic cereals targeting younger consumers, Kashi by Kids.
The company assembled a team of co-creators ranging in age from 12 to 17 – “passionate Gen Z leaders who inspire others to make a difference in the world and share Kashi’s desire to make a positive impact through food to create something #AwesomeTogether.”
Instead of trying to guess what kids want in a cereal, Kashi went straight to the source and collaborated with a group of kids passionate about food and the planet. It dubbed the group “the Kashi Crew”. The result is a collection of flavorful Kashi by Kids organic cereals – each featuring shapes like swirls and filled pillows, tastes like honey and berry, and superfood ingredients like chickpeas and red lentils.
The final range comprises three flavours:
Kashi by Kids Berry Crumble – Crispy purple corn puffs are combined with apple and strawberry flavour-filled pillows made with chickpeas.
Kashi by Kids Honey Cinnamon – Honey, cinnamon, red lentils and sweet apple come together in a nourishing combination of crispy swirled puffs and tasty filled pillows.
Kashi by Kids Cocoa Crisp – Crispy cocoa bites made with chickpeas and filled pillows made with Fair Trade-certified cocoa.
Each cereal is non-GMO project verified, features a simple ingredient list and delivers diverse plant-based nutrition – including at least 18g of whole grains, 3g of fibre and 8g of sugar or less per serving.
The Kashi Crew comprised:
Haile Thomas (17), a youth health activist, international speaker, former network TV cooking show contestant and youngest Certified Integrative Nutrition Health Coach in the US who founded the non-profit Happy to help young people embrace and enjoy healthy eating.
Hannah Testa (15), a sustainability advocate, international speaker and founder of Hannah4Change, an organisation dedicated to fighting issues that impact the planet.
Valentine d’Arabian (13), an aspiring professional ballerina and current student at a nationally acclaimed dance school who loves seeking nutritious ways to fuel active lifestyles.
Charlotte d’Arabian (12), a passionate baker and former contestant on a major network TV cooking show with a talent for creating unique and delicious flavour combinations.
Evan Robinson (12), a talented and creative farm-to-table chef who competed in one of the top cooking competition shows for kids and has been nationally recognised for his philanthropic efforts.
Kashi says each crew member brought fresh perspective with their specialised skills in food, nutrition, the arts and sustainability.
“Their knowledge and insight went into everything from the ingredients to the flavour combinations to the packaging and the names of the new Kashi by Kids cereals,” said a Kashi spokesperson.
Kashi will continue to collaborate with the Kashi Crew, including new and current members, as it continues to develop and add more products to the line.
“Phil and Gayle Tauber founded Kashi more than 30 years ago after recognizing the need to transform the American diet and show people the good that real food can do,” said Jeanne Wilson, associate director of brand marketing at Kashi.
“At Kashi, we strive to maintain that inventor’s mindset and set out to do the same in our first kids’ products, channeling the creativity and knowledge of kids themselves and combining unexpected ingredients like red lentils and purple corn with nature’s delicious flavors such as honey and cinnamon. The end result is an awesome line of organic cereals with superfood ingredients that parents and kids can feel good about.”
The new Kashi by Kids cereals are now available at grocers and natural food retailers nationwide.
Nutrition education for NYC kids
In concert with the Kashi by Kids launch, Kashi is partnering with Edible Schoolyard NYC to bring nutrition education to kids and their families. By supporting the organisation and educating kids on their food through its packaging and more, Kashi hopes to work together to empower future generations to learn where their food comes from and how healthy food choices can positively impact themselves, their communities and the environment – now and in the future.
Kate Brashares, executive director at Edible Schoolyard NYC, said Kashi by Kids’ collaborative and kid-centric product line mirrors her organisation’s own educational philosophy, which uses hands-on learning and creativity to get kids excited about eating plant-based foods.
“Edible Schoolyard NYC’s vision is that all children are educated and empowered to make healthy food choices for themselves, their communities, and their environment, and Kashi by Kids is a great way to make that vision a reality.”