Kidfresh: Matt Cohen, Co-Founder

Just in time for 'back to school' (albeit a strange and unusual one for most kids and their parents this year), I had the chance to talk with the Co-Founder of Kidfresh, a brand of healthy frozen meals for kids. Matt Cohen was appalled when he saw what kids in the U.S. were eating so he set out on a journey to change it by hiding all the healthy stuff in the type of meals kids actually crave.  Today, the Kidfresh line is available in all major U.S. supermarkets and Matt’s mission of creating better food for kids has been fulfilled. We discuss how moving just a little bit away from the core DNA of a brand might quickly result in a flop, how a pivot from retail to wholesale created brand clarity, and what happens when kids realize that they’ve been tricked into eating healthy foods all along.