Vice President Damir Imamovic market review of food products for children
— 2014-09-05 —

“In the category of classic frozen products you would always find “children’s positions” among potato products, pelmeni, varenyky, nuggets, strips, and other minced meat products,” Damir Imamovic says.

“Typically, there are seven or eight positions for hypermarkets, four or five – for supermarkets and two-three – for other store formats,”  “АMI ‘Vetra-marketing’” reports. The most popular among them are children’s pelmeni, nuggets and other cutlet products.

 “Food products for kids differentiate themselves by composition, flavor, package and promotional tools. They are non-GMO, have lower contain of plant protein or completely substituted, for example, by milk protein, less salty and spicy. As a result, nutritional value and flavor features slightly differ from “adult” food products,” Mr. Imamovic says. “The producers also try to mark kids products with package design, product shape (e.g. potato smile or animal-shaped cutlets), product color (e.g. colored pelmeni). Reduced product size and increased filling are common for pelmeni, and smaller portion size, natural casing, kids names and package design are typical for sausage products”.

In 2013 “Produkty Pitania” Company group acquired license of 20th Century Fox Production film studio to use “Rio-2” animated characters for nuggets and strips “Vkusnyashki” under the trademark “Zolotoy Petushok”. The package is varied from classic line-up in color and featured cartoon history. Apart from “Zolotoy Petushok” logo, “Vkusnyashki” package is marked with “Rio-2” logo and animated cartoon characters. “The package design resulted in bright cheerful colors and cartoon-like style”, Damir Imamovic says.– Due to the use of popular animated characters the product is in high demand among kids. These new items meet all criteria for products targeted at children. First of all, composition consists of 100% natural ingredients. What’s more, we replaced some standard ingredients with the healthier ones, for example, we enriched meat with inulin, and instead of common breading we used a special one - without gluten. In selecting the assortment we considered special characteristics of product use by children, and both our new items refer to “fingerfood” category– you can eat them with your hands.