The plant-based beverage by Danone targets the growing demand for plant-based products among parents and children, while maintaining 50% less sugar than dairy milk, Goodwin said.
Silk Kids' fortified oat and pea milk provides 8 grams of protein, DHA omega-3 and choline to support brain health and probiotics. The brand intends to set itself apart from other players with its patented blend of vitamins and minerals called Planty Kids. The blend contains “important nutrients for growing kids,” such as vitamin D, potassium, riboflavin, phosphorous, fluorine and iodine, the latter of which is particularly significant due to its presence in dairy, Goodwin said.
The lower sugar content in Silk Kids aligns with the broader Silk portfolio, where the R&D team prioritized mimicking milk's creaminess and taste without relying on added sugar, she added.
Pediatric nutritionists advised on protein, sugar blend
To develop the formula, Silk partnered with pediatric nutritionists and researchers who helped identify “specific nutrition needs for kids,” Goodwin explained. These needs included “sufficient protein content” and lower sugar.
Partnering with children’s nutrition experts is a consistent part of Danone’s strategy “to stay connected to the medical community … and get continued endorsements from those registered dietitians and pediatricians,” she added.
Marketing to drive 'awareness and trial’
Silk Kids debuted last month at the Food & Nutrition Conference & Expo in Minneapolis, Minn. where the brand encountered positive feedback from registered dietitians who sampled the beverage.
With the kickoff at FNCE, the brand focused on “driving awareness and trial” of the beverage from trusted pediatrician and dietitian recommendations.
“We know that recommendation is a key driver of driving awareness in the food and beverage space, particularly in a space like plant-based beverages, and so we need to partner with those healthcare professionals for that recommendation,” Goodwin said.
The brand will also allocate resources to build its social media presence on Meta and TikTok, in addition to its influencer program of “momfluencers,” who will “educate their followers about the benefits of Silk Kids,” Goodwin said.
Finally, the brand will work with its retail partners to develop instore merchandising, promotions and shopper programs to “drive trail and disruption at shelf,” she added.
The brand launched its multi-serve 59-ounce carton in Target stores nationwide and select stores like Food Lion in the Northeast this season, and plans to roll out in retailers nationwide starting in early 2025.
