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Rügenwalder Mühle is introducing products for a new target group for the first time. Under the “Adventure Fun” brand, the company offers plant-based options for children that meet the World Health Organization (WHO) nutritional recommendations for this age group.
Patrick Bühr, head of research and development at Rügenwalder Mühle, emphasizes: “In view of the current discussions about nutritional recommendations and guidelines for children, we did not want to wait for political decisions, but rather take action ourselves. Our new children’s products are an innovation not only in the plant-based nutrition sector, but also within the children’s chilled savory spread segment. They are the first of their kind to fully comply with WHO nutritional recommendations.”
First, two of their vegan classics are being introduced as children’s products. On the one hand the “Vegan Adventure Mortadella with Sunflower Protein” and on the other hand the “Vegan Adventure Prank with Pea Protein”, a special variant of the Vegan Pomeranian from Rügenwalder Mühle. Both products contain only 1.2 percent salt and are free of added sugar. They are also rich in omega-3 fatty acids, not genetically modified and without flavor enhancers. This means that the new products are specifically adapted to the nutritional recommendations for children, according to a press release.
“With our ‘Adventure Fun’ series we want to bring enjoyment to the table for everyone. Both for the children and for the parents. […] They contain significantly less sugar, salt and fat than the products that are currently available on the market for children,” says Steffen Zeller, CMO at Rügenwalder Mühle. The new products also featured a child-friendly packaging design. Thanks to their nutritional composition, which complies with WHO guidelines, the new products would not be affected by a potential ban on advertising food for children, which the Federal Minister of Agriculture is currently seeking.
The “Adventure Fun” series should be available in stores from mid-March. To support the start of school, a comprehensive activation on the relevant platforms is planned for the second half of the year, with the aim of reaching up to 350 million contacts.
2024-03-05 12:54:38
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