Kidfresh

About Kidfresh

Kidfresh operates in the consumer-packaged goods sector, specifically focusing on healthy frozen meals for children. The company was established by French entrepreneurs Matt Cohen and Gilles Deloux, who were motivated to provide better food options for American children after Cohen became a parent and was dismayed by the prevalence of processed, unhealthy kids' food. Cohen's background includes a career in management consulting at firms like Accenture, while Deloux had experience at Danone. Their journey began in 2007 with a physical retail store in New York City, designed as a mini-market concept for wholesome kids' food. This store served as a crucial test kitchen, helping them understand children's preferences and parental concerns. They discovered that while they hoped to introduce new cuisines, kids still preferred classics like chicken nuggets and mac and cheese. This insight led them to reinvent these favorites by secretly incorporating pureed vegetables and other nutritious ingredients, a foundational principle of the brand.

Pivoting from the brick-and-mortar model due to the 2009 recession, the founders launched the Kidfresh brand of frozen meals in 2010. Their French heritage gave them a positive perspective on frozen food as a means of preserving quality without additives. The business model centers on selling these convenient, nutritious meals through a wide network of retail partners. Revenue is generated from the sale of these products to major supermarkets and retailers. The target market consists of busy parents seeking convenient, affordable, and healthy meal solutions for their children. The company has successfully positioned its products as an everyday solution, priced affordably to fill the gap between low-nutrition TV dinners and high-priced organic meals.

Kidfresh's product line includes reinvented kid-friendly classics such as Wagon Wheels Mac 'N Cheese with hidden carrot puree, Super Duper Chicken Nuggets made with free-range chicken, and Mighty Meaty Chicken Meatballs. All products are free from artificial colors, flavors, and preservatives, are low in sodium, and contain no trans fats. A key selling point is the inclusion of hidden vegetables and wholesome grains in every meal, developed with input from pediatric nutritionists. Over the years, the company has expanded its offerings to include gluten-free and organic options, as well as breakfast items like waffles and pancakes. Distribution has grown significantly, with products available in over 10,000 stores nationwide, including major chains like Kroger, Target, Walmart, Whole Foods, and Publix, and through its own e-commerce platform.