Seeking to extend its reach beyond the hydration category and create a clean-ingredient, family-oriented wellness platform brand, Kinderlyte this week introduced both a new brand identity, Kinderfarms, and co-founder – actress Jessica Biel – along with announcing the launch of a a kid-focused line of plant-based protein shakes.
“Jessica and I connected on values first and foremost,” said Kinderfarms co-founder Jeremy Adams. “As new parents, we had both faced challenges in finding health products for our kids that fit with our values of being effective and also as clean as possible. As we looked deeper, we thought we could offer something better for parents who felt similarly.”
The actress (The Sinner, 7th Heaven) and mother of two joins Adams and the Los Angeles-based brand’s third co-founder Greg Willsey on their mission to build a brand at the “intersection of farms and pharma,” said Adams. Willsey is the Founder and CEO of Venice Brands, a holding company that also owns a stake in Brad Pitt’s cold brew tea brand Enroot.
“As a parent, I want to find products that are effective and also free of unnecessary artificial ingredients,” said Biel in a press release. “That’s why I am excited to be a part of the Kinderfarms family, a company that shares the same values when it comes to what we give our kids.”
Beyond the new protein line, called Kindersprout, Adams said Kinderfarms has a few more innovations in the works that align with the company’s mission to produce non-toxic, effective and “kinder” products to be used by kids and parents alike.
“While our mission includes other kids’ drinks, it also goes far beyond that, as we aspire to create the change we want to see in all health products for families,” said Adams. “In talking with customers, there are still so many health products that families need, but don’t fit with their values. We want to create options that we feel great about giving our own families first and foremost and make them available to other families and parents who prefer those options as well.”
Kindersprout will begin rolling out on the company’s website and Amazon in August, just in time for back-to-school season. The allergy-friendly shakes are available in Chocolate and Vanilla flavors packaged in an 8 oz. TetraPak carton containing 8 grams of protein and 3 grams of fiber.
The Kindersprout launch marks the company’s first expansion beyond its core line, also called Kinderlyte. The products offer medical-grade hydration with added functional benefits (hydration, immunity and sleep) available in both ready-to-drink and powdered formats.
Kinderfarms’ products are currently available at over 25,000 retailers nationwide including Target, Walgreens, CVS, Rite Aid, Albertsons, Meijer and Harris Teeter. According to Adams, the brand is also working with UNFI and KeHE on the new distribution.
Adams said the company’s goal is to give “a clean makeover” to each category Kinderfarms enters while bringing a values-based approach to product development. Additionally, Biel and Adams’ separate, previous involvement in water relief causes has led the brand to partner with 1% For The Planet and water.org. Kinderfarms will donate 1% of sales to the organizations.