Wellness Foods - June 2008 - (Page 9)

Cover Story Note to Marketing Organic is still a much sought tag. In spite of rising food and energy costs and stagnant salaries, Americans are pushing growth in the organic and healthful categories at an increasing rate. Several surveys, especially a large survey released April 30 by Collingswood, N.J.-based Mambo Sprouts Marketing Inc. (www.mambosprouts), show that, even in hard economic times, consumers are willing to pay up to 20 percent more for organic items versus their conventional counterparts, especially so when it comes to foods for their little ones. for its organic, flash-frozen meals without preservatives, fillers or additives. Maddy’s uses ingredients grown “in the heartland,” on Midwestern, certified-organic farms practicing pesticide-free, sustainable farming methods. The later early years “I strongly believe that ‘food for kids’ is not merely a trend but a movement that is here to stay,” says Jill Litwin, owner of San Francisco-based Peas of Mind LLC (www.peasofmind.com). The maker of “all natural eats for growing kids” is one of the more innovative processors to grow out of the nascent category. The company focused on actual menu-item innovation and on striving to stay ahead of the trend by “continuing to design really good, wholesome food for kids – not just food shaped (to appeal to) kids, or adult food portioned for kids,” says Litwin. Peas of Mind was an early adapter to the idea of the need for age-specific foods in this category (from ages 1 to around 6). As Litwin states, “Healthy, wholesome meal options for this age group are still very limited and parents are looking for choices they can feel good about feeding their children.” “This category will continue to grow because it is proven – through childhood obesity, diabetes and other health crises – that what we feed our children strongly affects their development,” explains Litwin. “Children at this age have finished breast- or formula-feeding and are being introduced to solid foods and require different nutrients than an older child.” She also notes the critical role early foods play in children’s food choices in the future. Peas of Mind’s main product is Puffets. Described as “mini casseroles,” the organic, handheld offerings may be shaped like hockey pucks but they are typical of this new paradigm in kid foods in having a flavor and texture that appeal to adults as well (the “Nanna’s Banana” ones are positively addictive). Puffets function as complete meals designed to be easy for busy parents to prepare. Currently, they come in six varieties: Mamma’s Pasta, Dalai Lentil, Black Bean Polenta, Eat your Greens, Carrot Risotto and the aforementioned Nanna’s Banana. Some Puffet flavors are gluten- and/or dairy-free. Each pre-cooked Puffet formulation was designed to contain ingredients from the four major food groups, including whole milk (for calcium), eggs (for protein and omega-3s), organic vegetables/ fruits/beans (for vitamins and minerals) and grains. Foods such as Puffets – firm enough to cut up and serve, yet soft enough for young children to chew and swallow – also encourage self-feeding, which is an important stage in childhood development, Litwin points out. Covering the transition from toddler to school kid, Annie’s Inc./Annie’s Homegrown (www.annies. com), Napa, Calif., was another maker of organic foods that understood kids’ needs early with a line of mac-n-cheese products, shaped pasta meals and snack crackers (most shaped like the Annie’s bunny). The company also just entered into the highly competitive ready-to-eat cereal market with a line of organic, whole-grain cereals. Not only does the company focus on its use of organic ingredients, without additives or preservatives, it, too values traceability. Annie’s “believes in transparency,” and “sources only from places and people we trust, with high emphasis on quality (and) agricultural and environmental sustainability.” Even mainstream products such as Wonder Bread have launched products formulated to better feed a younger crowd. More on the web We know babies and toddlers don’t have big attention spans, but for something as important as formulating foods and beverages for kids, you’ll want to concentrate on all the information. Go to www.foodprocessing. com and you’ll discover hundreds of articles, product releases and news items about products made with children in mind. And, if you want to play to an older crowd, type “teens” into the search box and you’ll find more than 50 items, including “RU communic8N W teens?” (www.foodprocessing.com/articles/2006/096.html). Food Processing’s Wellness Foods™ www.wellnessfoodsonline.com June 2008 | 9 http://www.mambosprouts http://www.peasofmind.com http://www.annies.com http://www.annies.com http://www.foodprocessing http://www.foodprocessing.com/articles/2006/096.html http://www.wellnessfoodsonline.com

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Wellness Foods - June 2008 Feeding Baby B12 Pumps Up Energy Drinks Strong as Iron The Lure of Lignans

Wellness Foods - June 2008

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