Dive Brief:
- Once Upon a Farm is launching a refrigerated electrolyte blend in a pouch aimed at active children, as more food manufacturers look to enter the fast-growing hydration space.
- The organic electrolyte pouches are made with real fruits and veggies, coconut water and sea salt. Once Upon a Farm said the beverage naturally provides electrolytes, contains no added sugar and is free from artificial flavors and colors.
- The blends come as 95% of parents with children under 18 have looked for functional products during the past six months, according to Mintel data cited by Once Upon a Farm. In addition, nearly half of U.S. parents shopping for kids ages six to 12 want electrolytes in what they buy, 2024 SPINS data showed.
Dive Insight:
While Once Upon a Farm was founded in 2015 as a baby food brand, the California-based company has expanded its reach to older children with products loaded with on-trend ingredients such as protein, probiotics and now electrolytes.
Parents are looking for products with electrolytes for their children, and Once Upon a Farm is tapping into that growing interest with a pouch format that is already popular with kids.
Cassandra Curtis, Once Upon a Farm’s co-founder and chief innovation officer, said the majority of electrolyte products today are beverages. “We aren't trying to make it more complicated,” Curtis said. “The pouch is already part of the routine, so how can we make it better?”
The electrolyte blend, aimed at children ages 4 years old and up, is designed to help support daily hydration and electrolyte balance. The product also contains fiber, fruits and vegetables — ingredients parents are already seeking out.
The blend is available in three flavors, with strawberry kiwi and apple berry punch being sold at select retailers and at Once Upon a Farm’s website. A guava strawberry flavor is available exclusively at Whole Foods Market before rolling out to other retailers in April.
“This just continues to meet the needs of parents as kids continue to age up,” Curtis said. “We know that functionality is something that parents want. They want more from their food now, and not only does it have to taste good, it also has to have a maximum return of nutrition in every bite.”
Once Upon a Farm today makes everything from refrigerated pouches and oat bars to frozen meals and pantry snacks aimed at babies, toddlers and children. It largely caters to millennial and Gen Z parents with foods made without added sugar, preservatives or artificial ingredients.
The new offering joins what is becoming an increasingly crowded space for drinks loaded with electrolytes, which includes established brands such as Pedialyte and newer entrants like Kraft Heinz’s Capri Sun.
Just last month, Nestlé USA entered the pediatric rehydration space through its Gerber brand. The beverage, known as Gerberlyte, will give the food giant a prominent position in the pediatric electrolyte market expected to reach $451 million by 2031, according to market data cited by Nestlé.
Once Upon a Farm is growing rapidly in a food space, where many companies are struggling as inflation and a shift toward healthier offerings weigh on their businesses. During its most recent earnings report, Once Upon a Farm said net sales during its second quarter rose 42% from the same period a year ago to $85 million.
CEO and Co-Founder John Foraker told Food Dive earlier this year that consumer demand for better-for-you offerings remains robust even as shoppers are spending less in other areas.
“Consumers are paying for quality food, and they’re continuing to do that, even with all the noise,” said Foraker. “We have seen no evidence of any consumer pullback from our products across really any income cohorts.”
