Wellbeing Nutrition has expanded into the kids’ category with Kids Superfuel, a science-led daily nutrition mix developed for children aged seven and above.
Wellbeing Nutrition has broadened its portfolio with the launch of Kids Superfuel, marking the clean-label health and wellness brand’s entry into the kids’ nutrition segment. Designed for children aged seven years and above, Kids Superfuel is positioned as a science-backed daily nutrition mix intended to be added to milk.
The move aligns with the brand’s ongoing focus on transparency, evidence-based formulation and a holistic approach to family wellbeing. The decision to expand into the category stems from extensive consumer listening, particularly to concerns expressed by parents seeking reliable nutrition options that support their children’s growth while complementing their natural curiosity and playfulness.
Wellbeing Nutrition’s core belief that childhood mischief has its rightful place, but not in a child’s nutrition, serves as the conceptual anchor for the new product. The brand’s clean-label philosophy—centred on clarity of ingredients and science-first development—has guided the formulation of the mix to ensure that the product remains consistent with the brand’s broader commitment to uncomplicated, trustworthy nutrition.
Kids Superfuel reflects Wellbeing Nutrition’s stated objective of simplifying the way families approach everyday dietary decisions. The product draws on the brand’s earlier innovations and category-first initiatives, expanding its offering beyond adult nutrition into a family-oriented portfolio. By addressing the need for a transparent daily mix, the launch seeks to support parents who prioritise scientifically grounded and responsibly sourced nutritional solutions.
Avnish Chhabria, founder of Wellbeing Nutrition, said: “With Wellbeing Kids Superfuel, we are entering an important new category for the brand, backed by the same focus on science, nutrition, and complete wellbeing that has guided us from day one. Parents want products that are transparent in their formulation and grounded in science, so they can make confident choices for their children.
This launch is our response to that need. Wellbeing Kids Superfuel was created to keep the nutrition completely free from mischief, so children can keep all the mischief that belongs to their world of curiosity, imagination and play.” By emphasising the removal of what the brand refers to as ‘mischief in the nutrition’, the communication frames Kids Superfuel as a balanced addition to a child’s daily routine rather than a heavily flavoured or artificially enhanced product.
The mix complements the brand’s broader mission to offer clean-label options for families seeking alternatives to conventional supplements that often rely on additives or opaque ingredient disclosures. The entry into the kids’ nutrition category expands Wellbeing Nutrition’s presence within households and reflects a growing trend of parents opting for simplified, transparent products that align with evolving health priorities. The launch also strengthens the brand’s strategic direction, which centres on bridging scientific research with consumer-friendly formats across age groups.
Kids Superfuel positions Wellbeing Nutrition to participate in a segment where trust, clarity and formulation integrity significantly influence purchase decisions. By combining its established brand values with a child-centric product, the company aims to build relevance among families seeking dependable daily nutrition solutions.