It’s a revolutionary move for a group of brands who would normally be competitors, but members of a new Kids’ Food and Drink Collective have come together to “challenge and change our children’s food culture” by campaigning for improved access to healthier children’s food and raising the profile of innovative businesses who are driving change.
Whilst progress has undeniably been made when it comes to the quality and improved range of adult foods available, children’s food still languishes in the doldrums – a sea of highly processed, sugary or salty products made by huge corporations with even bigger budgets.
But there is hope…
Members of the KFDC are on a mission to promote the work of the businesses who are doing things differently and engage directly with industry buyers, retailers and distributors about the urgent need for improved access to healthier, less processed children’s food and drink across the UK retail and food service sectors.
“We know consumer behaviour is changing, and the demand for something better is growing” says Jess Mackenzie, founder of the children’s meal brand Jess Cooks and the KFDC. “There are so many fantastic charities and organisations campaigning for an improvement in the quality and nutritional profile of the food and drink that is marketed at children. But when 3/4 of all groceries are bought in the top five supermarkets, if parents can’t access healthier options when they do their weekly shop then this is limiting the impact of the amazing work these campaigners do.”
Jess, a mum of two from Suffolk, is passionate about improving the standard of children’s food. After running a children’s cookery school for eight years, she launched her business, Jess Cooks, in 2020 after discovering a gap in the market for healthy and convenient meal solutions for children who had grown out of baby and toddler foods.
She firmly believes it is possible to run a successful business that also has a positive impact on people’s lives. “There has never been a more dynamic and exciting time in the children’s food and drink sector, but we need retailers and distributors to acknowledge the responsibility they have and satisfy the growing parental demand for healthier, minimally processed, convenient foods that will nourish kids and improve their health outcomes long term.”
Laurie Fermor, co-founder of Freddie’s Farm Snacks and KFDC member, says: “Parents are trying to do their best and make the right choices but there is so much cleverly marketed rubbish on supermarket shelves. Being part of the Kid’s Food and Drink Collective will drive change in an area that desperately needs it and help give the nation’s children the best possible start in life.”
