Shaking it up: Pre-sales of Sprout Organic’s latest kids plant protein shake surge
Developed for children aged one to 13, it is made from blend of pea protein isolate, brown rice protein, rice starch, and superfoods. It is high in protein, antioxidants and contains vitamins, minerals and probiotics.
This product expands Sprout Organic’s range of plant-based nutrition for kids. Earlier in June, the firm sold Australia’s first plant-based and organic certified infant and toddler formulas. It also produces healthy plant-based snacks for kids.
The protein shake opened up pre-sales on September 13, and four days had sold five palettes, equivalent to some 1,800 units.
“A lot of that is going through retail though, compared to previously where it was going direct to consumers, but response has been equally positive,” said Selasi Berdie, Sprout Organic's founder.
It is currently selling the protein shake at independent grocers in Australia and looking to enter larger supermarkets next year.
Berdie said it was hoping to debut into the pharmacy channel as well.
“It's a space that has been crying out for innovation for some time. Outside of infant formula, they've left the rest of kids above the age of one fairly untapped in pharmacies, and there isn't very much food or nutritional options for kids about one to 13 in that category.”
Watch the video to hear Berdie explain more…
It will also focus on selling the shake on its e-commerce store in which its infant and toddler formulas have enjoyed success at, attracting both domestic and international customers from US, Singapore, Hong Kong, Taiwan and South Korea.
Just from Sprout’s e-commerce store alone, the firm sells about 300 units of formula weekly in Australia.
Customer base
The protein shake is suitable for kids from one to 13 years of age.
One serving of the shake, would cover about 50% of the reference daily intake (RDI) in terms of protein, vitamins and minerals.
“We created different serving sizes for children according to the RDI, so between one to three years that's 22g, and between three to 13 years of age, the serving size is 35g,” Berdie said.
He told NutraIngredients-Asia the protein shake is not meant to be a meal replacement, but rather helps fill any gaps in daily nutritional intake, “For me personally, I don't think anything should ever replace food, and I also don't think anything should ever replace breastfeeding.
“But sometimes life gets hectic and busy, so if you're struggling to get your child the right nutrients, we recommend giving them the shake first thing in the morning to help get them started for the day.”
The shake comes in a powder format (tin or sachet) and is dissolvable in cold water. It is manufactured in Brisbane, while its formulas are produced in Melbourne, and snacks on the Gold Coast.
“Our plan is to produce all blended powders, shakes and formula in Melbourne, and all our snack products in Brisbane in the future,” Berdie said.
Sprout Organic is also working heavily on NPD from vegetable powders to fruit powders.
“With kids, you need to make food fun. It can't be how we consume food as adults. For kids, we need to make it exciting, fun, new, friendly, so they enjoy eating it, but they also are getting nutrition into their bodies.
“We’re doing things with vegetable powders that make them taste like milkshakes, making rice snacks incorporated with superfood powders to create bright colours that are attractive to kids.”
