Nutritional Growth Solutions launches multivitamin shakes for children, expanding into vegan space

12 Apr 2022 --- Maker of the Healthy Height protein shake, Nutritional Growth Solutions (NGS), is unveiling two new supplement powders for children on the US market.

The launch taps into the high demand from parents for a children's nutritional shake formula that supports everyday wellness, according to the Israel-based company.

“Healthy Heights KidzProtein and KidzProtein Vegan is part protein supplement and part multivitamin,” Liron Fendell, CEO of NGS tells NutritionInsight.  

“Rather than offering a child a chewable or gummy multivitamin and fitting in supplemental protein, we can offer parents a two-in-one solution.”

KidzProtein and KidzProtein Vegan contains 10 g of protein per serving, a blend of micro- and macronutrients tailored to children and real fruit and vegetable powders. 

Sneaking in supplements 
The new offerings are designed for fussy eaters, who may be missing out on essential nutrients. They allow parents to “sneak” the added nutrients into smoothies and other recipes.  

“Since the product is in powder form and packs so much nutrition into just 25 to 27 g – the product can be used very sneakily for the more picky eaters,” describes Fendell.  

“The powder – when prepared in milk or water – is only 4 oz. This is incredibly manageable, and a rare attribute for protein shakes currently on the market.”

Parents are also encouraged to fortify smoothies or shakes with other added ingredients – like fruit, nut butters and vegetables – offering even more nutrition with a personalized touch. 

The shake offerings are designed to address the most common nutritional deficiencies in children.Designed for unique nutritional needs
Fendell observes that adult products are nutritionally “less than ideal” for supporting the diets of growing and developing children. 

“Our pediatricians defined the nutritional profiles of the formulas after reviewing global data regarding the most common nutritional deficiencies in children and determining optimal levels.” 

The company also chose to introduce a vegan line to support the nutritional needs of children with dairy allergies.  

“While our roots are in dairy-based nutrition, we know this does not serve all children. Milk allergy is the most common allergy among children, as well as intolerance to lactose,” Fendell stresses. 

“Offering a non-dairy, vegan option allows us to help more families and their children in need of supplemental nutrition. It is a fundamental right for all children to have access to balanced nutrition,” she affirms. 

Also addressing prevalent milk allergies is Else Nutrition, which launched a dairy-free children’s shake last June.  

Accelerated demand for dairy alternatives
Plant-based is the fastest growing claim on products positioned for children and is emerging in most categories for children, according to Innova Market Insights.  

In general, products for children are being reformulated with features trending in general products, including immune health, clean, plant-based and vegan, notes the company. 

To address specific nutritional gaps typically found in vegan diets, KidzProtein Vegan has micronutrient levels at higher levels. It contains increased levels of iron, zinc, vitamin B12 and folate. 

The vegan variant is also supplemented with omega 3 fatty acids for cognitive health and includes pea and fava bean. When combined, these two plant proteins provide all of the essential amino acids as a complete source of protein. 

KidzProtein comes in chocolate, vanilla and strawberry.Finding the right flavors
Apart from addressing nutrition, flavor was also key to the products’ formulation, says Fendell. 

“You cannot fool kids; the product has to be designed for flavor as well as their needs and preferences.” 

KidzProtein comes in chocolate, vanilla and strawberry, while KidzProtein Vegan comes in chocolate and vanilla.  

Innova Market Insights reports that the most popular flavors for NPD continue to follow those of the traditional shakes market. Namely chocolate, vanilla and strawberry were the most used flavors in shake launches from 2019 to 2021.  

Worldwide brand expansion 
The launch of the Healthy Heights KidzProtein line in the US is a key factor in our growth strategy, adds Fendell.  

"We will be expanding the product line into other global markets and into more distribution channels.”

Last year, NGS reached a series of milestones in product development and entry into new markets. 

In March, 2021, the company brought its Healthy Height protein shake to China, overcoming significant regulatory challenges.  

Meanwhile in the US, the company rolled out an on-the-go bar format in the US with the same nutrition as its flagship shake.  

Last August, NGS also developed a protein drink powder drink tailored to the growth of pre-teen and adolescent boys.  

By Missy Green