Balchem develops kids-focused products that help promote a healthy relationship with food

Helena V Berbie

To reach its intended target market, Balchem is partnering with Ninja Life Hacks — ​a popular children’s book series with over 1 million books sold that helps kids cultivate emotional life skills including developing a healthy and positive emotional relationship with food — to develop branded product concepts from brain-boosting ice cream to nourishing protein crisps, said the company. 

“Balchem entered into this agreement with Ninja Life Hacks to promote cognitive health, wellness, and emotional wellbeing through food,”​ Shitij Chabba, vice president minerals & nutrients and global marketing, Balchem Human Nutrition & Health, told FoodNavigator-USA.

Through the agreement, Balchem will create branded food concepts leveraging the company’s ingredient technologies to share with food and beverage manufacturers that Chabba said will appeal to a “child’s sense of fun and their parent’s goals of bringing emotional and physical health to discussions at the kitchen, lunch, and dinner table.”

“There is so much potential in creating branded food products that promote a healthy emotional and physical relationship with food. We see opportunities to fortify foods that kids love with brain building choline and bone-building calcium. We can help create frozen novelties that contain choline and minerals and still taste great, so kids can have their treats and healthy nourishment at the same time,”​ said Chabba.

Emotions can play a huge role in children’s eating habits and snack consumption, and feelings of happiness and sadness can impact a child’s food choices and preferences beginning from a young age, according to a 2014 study​ by researchers at the University of Texas at Dallas.

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