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Functional snacks tailored to meet the nutritional needs of children

Ready, a US-based active nutrition brand has launched its latest product, Clean Kids whole grain protein bars, which it claims are tailored to meet the nutritional needs of active children.

Ready’s latest offering, Clean Kids whole grain protein bars, launched in April 2024 comes in three flavours: chocolate peanut butter; chocolate brownie; and chocolate chip. The bars provide 6 g of protein and 8 g of whole grains per 35 g bar and contain rolled oats, almonds, milk chocolate, a protein blend, brown rice syrup, and chicory root syrup, among other ingredients. According to the company, the bars have 20% less sugar than other leading kids' whole grain snack bars.

The functional bars join Ready’s portfolio of sports nutrition products, including super fruit-based electrolyte sports drinks; sugar-free fruit-flavoured protein water; whey and plant-based protein bars; plant-based “protein puff” snacks; and protein powders.

Ready was founded in 2012 by former University of Pittsburgh basketball team captain, Pat Cavanaugh and is co-owned by various US athletes, including National Basketball Association (NBA) basketballer Giannis Antetokounmpo and former American footballer Aaron Donald. Having established itself as an ally for athletes within the sports nutrition industry, the company signed a partnership agreement in 2023 with Saint Francis University to become the official sports drink of Red Flash Athletics, the 23 sports teams representing the University. In 2020, Ready signed a multi-year partnership with the University of California, Los Angeles (UCLA) to become the exclusive provider of protein products for UCLA Athletics.

Ready aims to fill a gap in the market for nutritious snacks that meet children's energy needs

The science and nutrition team at Ready identified an opportunity in the market for kids' snacks that lack an optimal nutritional profile. With its bars, Ready aims to fill this gap by offering a snack option that not only supports the energy needs of active kids but as they claim, also addresses the demand for tastier and more nutritious alternatives.

Chief science officer at Ready, Dr Kim Beals, said in a press release: "Ensuring our Kids whole grain protein bars not only meet the nutritional needs of children but also satisfy their taste buds was a top priority for us. We understand that for kids, enjoying what they eat is crucial for sustained consumption. And why, each flavour has been meticulously crafted to deliver both nutrition and amazing taste."

Consumer preferences are shifting towards protein-packed products and those with positive claims

Ready’s functional bars targeted at children come at a time when, according to Nielsen, consumers are more health-conscious and more in touch than ever before – in knowing what they want, need and what’s good for them.

When it came to snack foods targeted at children in the early 1990s to early 2000s, sugar-laden, nutrient-poor, ultra-processed options lined the supermarket shelves and children’s lunchboxes. In 2024, parents' preferences around what they feed their children have evolved, and while the availability of these highly palatable options remains, a wider variety of healthier alternatives are also available.

According to Packaged Facts’ December 2023 report, parents, compared to all consumers, were more likely to prioritise products that had “health halo” characteristics such as clean label, high protein, healthy fats, and non-GMO. Market research company Innova Market Insights also identified that parents have shifted their focus from products with negative claims, such as those displaying ‘without’ claims, to those displaying ‘with’ or positive claims on their packaging.

Alongside healthier snack options for children, there is a rising consumer interest in functional foods. According to Innova Market Insights’ top trends for 2024, one global trend is all about ingredients taking the spotlight. Protein is one such ingredient, with Innova’s research showing that 42% of consumers said that protein was the most important ingredient.

Brands offering functional snacks for children are rising

Ready is not the only company within the nutrition space to have jumped on the opportunity for functional snacks targeted at children. Clif Bar, a company specialising in energy-dense foods and beverages to meet the needs of active consumers, has a range of functional snacks for kids. Its CLIF KID range includes ZBAR, a line of whole grain bars “to help fuel active kids during play”, according to the brand. The classic ZBAR includes ingredients like rolled oats, tapioca syrup, fig paste, cane sugar, and cane syrup. ZBAR protein includes similar ingredients to the classic, but also contains whey protein, offering 5 g of protein per 36 g bar, compared to the 2 g contained in the classic.

Another brand in the sports nutrition space, Power Crunch, offers a range of “kids protein bars”, filled with 10-11 g of protein per 32 g bar, and contains ingredients such as whey protein alongside palm oil, sugar, enriched flour, natural flavours and sprinkles. The bars come in four flavours: birthday cake; chocolate lava; strawberry shortcake; and s'mores.