This February, Ingenuity™ Brands, a pioneer in the category of food-based brain nutrition, introduced Brainiac™ Kids, the first line of kids’ yogurts specifically targeted to help their developing brains. With Brainiac Kids, Ingenuity Brands has introduced a line of yogurts that provide much needed nutrients critical in childhood brain development, like Omega-3 DHA, ALA, and Choline, and the company has done so with a dynamic brand that appeals to parents and children alike.
The company was recently rewarded for its efforts when Brainiac Kids products were selected as a finalist for Expo West's NEXTY Award for "Best New Natural Kid's Product."
In a recent press release, the company’s Founder outlined the genesis of a product developed by parents, pediatricians, nutrition scientists, and neurologists.
“When we needed to switch our newborn to formula, my wife and I spent a lot of time investigating the options,” said Jonathan Wolfson, Founder and CEO of Ingenuity Brands, in a recent press release. “The focus on brain nutrients made us wonder if our older kids were missing out. With the help of experts, we discovered that kids in America, including ours, are getting far too little of the critical nutrients their rapidly growing brains need.”
A serving of Brainiac Kids yogurt boasts as much Omega-3 DHA as a child’s portion of salmon, as much Omega-3 ALA as 1 cup of Brussels sprouts, and as much Choline as 2 cups of broccoli—providing nutrients noted by USDA and the National Academy of Medicine to be sorely lacking in many children’s diets.
And, I found out from Mark Brooks, Co-Founder and President of Ingenuity Brands, that the product does so in a fun and informative way that speaks to both parents and children
“Our brand has to talk to both parents and their kids,” Mark told me. “For parents, we want to clearly communicate that every serving of Brainiac Kids supports brain development, so we created the visual lock-up of the BrainPack™ that appears on the front of every package to tell parents how much of each critical nutrient is included within. For kids of all ages it’s about taste. In all of our branding we brought the taste of our flavors to life in a way that appeals to little and big kids alike. We wanted to fire kids’ imaginations—and show just how delicious each of our products is.
Mark also noted: “We also thought carefully about our packaging. We custom made our 4oz bottles to fit kids’ hands and fill their bellies—while our 7 oz single serve bottles are ideal for older kids while having the same efficacious level of key nutrients.”
Available in fan-favorite flavors—strawberry, strawberry banana, mixed berry, and cherry vanilla—and in bottles, 4 oz cups, and 8 oz tubes, the Brainiac Kids line boast serious flavor with only a fraction of the sugar that traditional kids yogurts have. Additionally, Brainiac Kids products are non-GMO, gluten-free, kosher, contain no artificial ingredients, and are derived from cows not treated with rBST.
The company’s products are currently available in H-E-B’s Central Market locations and have just recently launched in California through a partnership with Good Eggs.
“For our first retail partner in the Bay Area, Good Eggs was a natural choice,. Their commitment to delivering simple, delicious and convenient foods to families aligns perfectly with our mission and commitment to making good, wholesome foods for kids that parents can feel good about” Mark noted, telling me that the Brainiac Kids team takes an expansive approach to retail support. “We take a holistic approach to supporting Brainiac Kids on shelf at retail. We work closely with each retail team to develop a marketing program that’s complimentary to their own shopper marketing efforts—including support on social media through targeted advertising and couponing, engagement of our network of local social media influencers, and PR and events support.”
Keep reading Deli Market News for more on this disruptive brand breaking into the $1.5 billion a year kids yogurt category.