Developing Nutritious Foods That Kids Will Actually Eat

Allen: Well, Kidfresh was founded almost 17 years ago now, so it’s been in business for quite a while. It was founded by two French nationals, Gilles Deloux and Matt Cohen. As Parisians who had moved to the United States, their perspective was that American kids really weren’t eating a healthier diet, especially in the context of food they could have at school or food being prepared for them.

Their idea was, how can we improve the nutritional value of what kids eat, but also do that in a way that recognizes kids will eat what they want to eat? They opened a retail store in New York and ran it for about a year and a half before pivoting quickly into a frozen foods CPG model, manufacturing frozen products and selling them through grocery stores.

The philosophy is simple: kids will eat what they want to eat. Mac and cheese, pizza, spaghetti and meatballs — we know what those foods are. So the question is, how do we make them better?

At Kidfresh, we take those foods and significantly improve the nutritional value — no artificial colors, no preservatives — and we add hidden vegetables to every product. Some have as much as a half cup of vegetables per serving. We’ve done that from the beginning, and the business has grown significantly as we’ve found that intersection between what parents want nutritionally and what kids want to eat.

Challenges and Advantages of a Mission-Driven Brand

Hanacek: Talk a little bit about the challenges and advantages of being a smaller, mission-driven brand in a big food world.

Allen: There are certainly challenges. Our perspective has always been to get the product right first. If the parent sees that the child actually eats the food, that leads to repeat purchases — and we see that very clearly in our data.

As you scale, one challenge is making sure you have the right structure in place: solid financials, talented chefs, and experienced salespeople who understand how to work with large grocery retailers. Big CPG companies have had that structure for years because of scale, so smaller brands need to build those competencies deliberately.

I’ve been fortunate to bring experienced people onto our small team at Kidfresh, and that’s helped enable rapid growth.

Kid Nutrition and Hidden Veggies

Hanacek: Let’s talk about kid nutrition. My sons are almost 18 and 15 now, but I remember trying to get veggies into them any way possible. What are some of your most popular items, and do kids realize they’re eating hidden veggies?

Allen: It’s a bit of both. Our mac and cheese is our standout product — it’s been around since the beginning and consistently benchmarks well against others. It’s real cheese, and there are no artificial ingredients.

Chicken meatballs and chicken nuggets are also extremely popular. When we talk about nutrition, one thing parents tell us repeatedly is that if the food doesn’t get eaten, the nutrition doesn’t matter. So taste and enjoyment come first.

Parents are usually thinking about three things: vegetables, protein and calcium. Most kids don’t get enough veggies. Protein is important for growth. Calcium matters for bone development. We look for vegetables that work nutritionally and functionally — fava beans, beets, cauliflower — and incorporate them in a way kids will accept.

Kids’ Flavor and Cuisine Preferences

Hanacek: Have you seen kids becoming more adventurous with flavors as parents experiment more with global cuisines?

Allen: Adults are definitely experimenting more with Latino, Hispanic and Asian cuisines. With kids, it depends on the flavor profile. More spice usually means less consumption. Kids tend to prefer familiar flavors — American, cheddar, mozzarella — rather than more extreme profiles like blue cheese.

Parents tell us all the time about the struggle of getting kids to eat nutritious food without turning it into a battle. That’s where we come in: providing meals kids will eat and parents can feel good about.

Hanacek: I’m having flashbacks just listening to this.

Allen: It’s all about picking the right battles.

Hanacek: Well, my younger son loves Colby Jack cheese, and my older son eats spicier wings than I do now — so I did something right.

Allen: Yes, definitely. So, Andy, just for context, our core household usually has kids between three and eight years old — that’s our sweet spot. But we also see older kids and teenagers eating our products, too. Sometimes a family pack of meatballs disappears after a movie night with friends, and that’s not a bad thing when it’s delivering protein.

The Role of Frozen Foods Today

Hanacek: Where do frozen foods fit into family grocery spending today, especially with inflation?

Allen: Frozen foods offer more variety, quality and nutrition than ever before. Nutrients are preserved because products are frozen immediately. There’s less food waste, which improves value, and convenience is a major factor.

Cooking options have expanded (microwave, oven, air fryer, etc.), and air fryers have significantly improved texture and taste. Frozen is a great category for our products, and we see continued opportunity.

Looking Ahead: Trends and Innovation

Hanacek: As we head into 2026, what trends are you watching?

Allen: Post-Covid, food-at-home consumption leveled out, and inflation made consumers more cautious. Value and convenience matter more than ever. Consumers are less willing to risk money on unfamiliar products.

One innovation we’ve leaned into is our Easy Combo Meals — protein and a side in one tray, cooked together in about three minutes. That simplicity has resonated strongly with parents and has been additive to our business.

What’s Next for Kidfresh?

Hanacek: What should we expect from Kidfresh moving forward?

Allen: Going into 2026, we’ll continue expanding Easy Combo Meals and focusing on protein and hidden vegetables. We remain consumer-led and stay closely connected to our parent panel. Parenting evolves, families evolve, and we’ll continue listening so we can help parents deliver meals that are both healthy and enjoyable.