Clean-label food startup The Whole Truth Foods announced its entry into the children’s nutrition category with a new lineup of products, including milk mixes, snack bars and protein blocks. The company said the foray follows concerns around trust in kids’ food and the prevalence of additives and aggressive marketing practices in the segment.
In a LinkedIn post, the brand said “trust in kids’ food is broken. Massively broken,” adding that major companies have “been selling half-truths for decades.” It said claims such as “no added sugar” often mask “sugar by 50 other names,” and criticised height-and-intelligence promises that “exploit parents’ anxiety.” The post also noted that many products contain “a synthetic cocktail of 21 vitamins and 276 minerals,” despite limited clarity on why healthy children need them.
The brand launched Food Drink, a milk mix formulated separately for children aged 2–6 years and 7–12 years.
According to the company, the mixes are made without synthetic vitamins, minerals or chemical additives, and contain ingredients meant to deliver 28–40% of a child’s daily protein requirement. The mixes are lightly sweetened and positioned as real-food alternatives.
It also introduced a range of Snack Bars in Mango, Almond Cocoa and Mixed Berry flavours, aimed at school tiffins. Additionally, the company rolled out Protein Blocks, intended for active children who require both protein and energy before or after sports activities.
The Whole Truth said the products were developed over three years to address three challenges: creating additive-free food that children find palatable, avoiding excessive sweetness, and refraining from marketing tactics that target children with characters or height-and-strength claims.
The brand said it intends to communicate with children and parents without using cartoon mascots or guilt-based messaging.
The company also plans to expand educational content for parents and children through its digital platforms.
Earlier this month, The Whole Truth raised about $51 million in a Series D round led by Sofina and Sauce.vc, with participation from Peak XV Partners, Rainmatter Health and AYRA Ventures. The company said the fundraise marks the start of its IPO journey, as it pushes toward profitability and expands its product portfolio.
