JUST FOR KIDS 2005

Lucia Moses

MONTREAL -- Loblaw Cos. is the latest retailer to launch a private-label kids' line with a healthy spin. Like others before it, the Canadian retailer believes that for the line to succeed, the emphasis has to be on fun, not health.

The leading Canadian retailer last fall introduced its PC Mini Chefs line, an offshoot of its President's Choice Blue Menu line of healthful foods. The retailer positions Mini Chefs as fun and nutritious foods for kids ages 5 to 10.

"It's good, healthy eating for kids, and it's all in our strategy of bringing more healthy foods to our customers," said Geoff Wilson, senior vice president, investor relations and public affairs.

The line is free of hydrogenated oils, artificial flavors or colors, and is consistent with the government's recommendations for fat, sodium and calorie intake.

To appeal to the target audience, however, the line comes in colorful packaging with cartoon figures and cutesy names. Among the 40 items in the line are such choices as Bug-A-Licious Pasta in Tomato-Chicken Sauce, Cha-Cha Cheesy Macaroni & Cheese Dinner and Zookies Animal Crackers. Produce choices include mini carrots popular with children. Pasta dishes hide veggies, Wilson said, "so kids don't think they're eating healthy stuff."

Mini Chefs is available in all Loblaw stores, which number around 1,641 and run from hard discount to superstores to conventional to fresh formats. Products are promoted in secondary displays and are fully integrated in respective categories, Wilson said.

Mini Chefs echoes healthful kid-aimed product lines from other retailers, such as H.E. Butt Grocery, San Antonio, with its H-E-Buddy foods; and the U.K.'s J Sainsbury, with its 4-year-old Blue Parrot Cafe line.

H-E-Buddy recently boasted about 70 stockkeeping units representing all Center Store categories, plus produce and nonfood items. Examples included apple slices with dip, vanilla cookies, fortified bread and yogurt cups.

The Blue Parrot Cafe line has more than 150 products that include cereal, canned pork and beans, vegetables and frozen entrees designed to appeal to children. Products limit the use of preservatives, fat and salt, use only natural flavorings, and include some organic items.