Shaking up kids’ nutrition: NGS acquires KidzShake and pens US distribution deal for Healthy Height

18 Jan 2021 --- Nutritional Growth Solutions (NGS) has acquired KidzShake, a brand from Ausmerica Wellness Services, in a move to expand its product portfolio of complementary nutritional solutions specifically designed for children.

In addition, the company is deepening its US footprint with a new agreement to bring its pediatric nutritional height-boosting solution, Healthy Height, to the US medical market.

“NGS acquired KidzShake for a total consideration of US$150,000. The move comes as KidzShake achieved annual revenues of US$350,000 last year, primarily selling through their Amazon store,” Liron Fendell, managing director and CEO of NGS, tells NutritionInsight.

“The acquisition of Kidzshake provides NGS with a simple, fast and affordable means to grow NGS’s product portfolio and increase its existing customer base. NGS is always looking for opportunities to grow market share and get our customers healthy nutritional solutions.”

Novel distribution deal
NGS signed a vendor agreement with a US medical distributor, Independent Medical Co-op (IMCO), for the US distribution of Healthy Height, its patented protein shake clinically shown to improve children’s height.

Healthy Height was developed and tested by pediatricians as a holistic solution to nourish growing children aged three to nine years. 

It also helps support nutrition in picky eaters, a problem that brings a lot of stress to families. 

Healthy Height is well-established in the US market as a complementary solution supporting growth for kids. 

The additive-free product contains 12 g whey protein per serving and other functional ingredients. It is gluten-free, soy-free, contains no GMOs and includes 350 mg of the essential amino acid arginine per serving. It also is low in sugar and sodium.

Leveraging different platforms
The agreement gives NGS access to IMCO’s broad healthcare network, encompassing home care and independent pharmacies throughout the US. 

KidzShake offers a variety of nutritional drinks for children, including a vegan option.

Under the agreement, NGS will leverage IMCO’s sales, marketing and logistical platforms while the two entities initiate a joint campaign to drive product awareness among IMCO’s member network.

Healthy Height is scheduled to be available for distribution in the first quarter of 2021, according to the company.

“The US is a key growth market for NGS,” says Fendell, highlighting IMCO’s established distribution network as complementary to NGS’ existing online channel. 

KidzShake acquisition
NGS’ recent acquisition of KidzShake was a strategic move to develop its pediatric targeted nutritional portfolio with all-encompassing solutions that can address the wider spectrum of children’s nutritional needs. 

“KidzShake offers a variety of high-quality nutritional drinks for children, including a vegan option,” explains Fendell. 

KidzShake was founded by a US-based Australian doctor with a vision of creating a quick-fix, nutrient-dense product to fill the nutrition gaps in children caused by an unbalanced and incomplete diet. This gap is often the result of picky eating. 

The vegan version of KidzShake is powered by pumpkin, hemp and pea protein and enriched with fruit and vegetable powders and probiotics.

A fast-growing segment
According to a 2018 CDC survey, more than a third of children in the US take dietary supplements, with healthy lifestyle adopters being the fastest-growing consumer group. 

The plant-based food market in the US grew 18 percent in 2020, outpacing demand for organic, gluten-free and non-GMO products.

“Against the backdrop of the plant-based trend, there is a strong recognition that children on vegan diets are in greater need of nutritional supplementation,” adds Fendell. 

“The market for pediatric vegan-based nutritional supplements will be one of the fastest-growing sectors over the next three to five years.”

“I can’t point to one specific need, but rather we see that a growing number of American families, due to their busy lifestyles, cannot commit hours to food preparation. One easy – although not necessarily inexpensive – alternative to preparing nutrition-rich foods for picky eaters might be nutritional drinks and children’s specific supplements,” she concludes.

By Kristiana Lalou