BATTLE CREEK, MICH. — While food companies have a firm grasp on the needs of millennials, Generation X and baby boomers, Generation Z’s preferences remain a head-scratcher. To get inside of the minds of this emerging demographic, Kashi, a subsidiary of Kellogg Co., Battle Creek, Mich., works with a group of Gen Z influencers known as the Kashi Crew to create products for the Kashi by Kids line. With their latest collaboration, the company rolled out a fresh take on bars.
“We know parents are looking for healthy food options that their kids will love, so once again we went straight to the source to create a food that’s truly for kids, by kids,” said Jeanne Wilson, director of brand marketing, Kashi. “The Kashi by Kids Organic Super Food Bites provide a twist on your average granola bar with each bite balancing great taste and mighty nutrition to keep kids and parents satisfied.”
Passionate about food and the planet, members of the Kashi Crew range in age from 12 to 17 years old. The group includes Michael Platt, baker and founder of Michael’s Desserts, Baltimore; Haile Thomas, health activist and plant-based chef; Hannah Testa, sustainability activist and founder of Hannah4Change; and sisters Charlotte d’Arabian, baker, and Valentine d’Arabian, dancer.
Their input went into everything from the ingredients and flavor combinations to the packaging. The second product in the Kashi by Kids line, Organic Super Food Bites, are available in chocolate and mixed berry varieties. The filled soft baked snack is made with plant-based ingredients and delivers 10 grams of whole grains and 3 grams of fiber per serving. The outer layer is made with ingredients such as whole wheat flour, coconut flour, chickpea flour and sweet potato. The fillings contain a Fair Trade cocoa and chocolate blend or a strawberry, acai, blueberry and blackberry mixture.
Kashi also kept parents in mind when developing the product. Organic Super Food Bites come in individual pouches, making them a convenient on-the-go snack. In addition, the bites are made without peanuts, so children can take them to school or other activities where peanut products may be banned.
Organic Super Food Bites rolled out nationwide in February and may be found at major grocery stores and online. The snacks are sold in 5.6-oz boxes that contain five individually wrapped pouches; each box has a suggested retail price of $4.49.
To promote the launch, the company teamed up with parent influencers and the Kashi Crew. Three from the group — Ms. Thomas, Ms. Testa and Mr. Platt — are touting the snack through social media channels, including Instagram where they have a combined count of 64,000 followers. Through these partnerships, Kashi is spreading the word about Organic Super Food Bites' benefits as a healthy snacking option.
“We want to empower kids and families to make positive choices now that can lead to better days ahead — while also making food and eating fun,” Ms. Wilson explained. “Our hope is that our Organic Super Food Bites can be part of a nutritious and delicious solution for families.”