KFDC Member Benefits
The use of the “KFDC approved” kitemark to publicise your brand's membership on your socials, website and product packaging.
The chance to network and collaborate with other like-minded brands - as we've discovered there is definitely strength in numbers!
The opportunity to be part of our ongoing dialogue with retailers and food service organisations.
Publication of your brand’s “wins” on our LinkedIn page, blog and in our monthly newsletter.
The chance to team up with other brands in the same space at events and tradeshows, reducing costs and increasing visibility.
Most importantly, joining the Kids’ Food & Drink Collective is an opportunity to have a broader impact beyond brand level, and be part of a powerful not-for-profit movement that is geared towards improving the health outcomes of children in the UK and beyond!
KFDC Membership Criteria
Guided by an independent group of accredited dieticians and nutritionists, the Kids’ Food & Drink Collective has developed a unique set of criteria (informed by public health guidance and the WHO Nutrient Profiling Model) which a brand’s products must meet to become a “KFDC Approved” member. It has been formulated to capture products designed for the target market (children 3-18 years) with a commitment to promoting improved health, nutrition, and overall well-being. Brands whose range includes products suitable for children under 3 will still be considered but will need to comply with an additional set of criteria. Brands that are not specifically marketed to children may still be considered on a case-by-case basis, provided their products meet our criteria and offer healthier alternatives that would appeal specifically to young people.
The majority of our standards are in line with the government’s new guidelines on food products for infants under 36 months. However, we believe that change will only be achievable if we are also aligned with what’s practical for both families and businesses. We think that our criteria effectively encapsulate what defines a healthier choice, whilst still being in tune with what works for parents and children.
We’ve also considered elements such as the addition of artificial ingredients (e.g. flavourings and preservatives) which the guidelines do not, and which we believe is an important part of what defines a healthier product.
Our membership criteria includes (but is not limited to):
Products must be HFSS compliant.
Products must contain no artificial colours, flavours, preservatives or sweeteners.
Any other artificial ingredients used in the product must be limited to one and essential to product quality and efficacy.
Products aimed at 3yrs+ should contain no more than 4g of added sugar (includes honey, syrups, dextrose, fructose etc) per serving. Products aimed at 12-36 months must not contain more than 3g added sugar per serving and those aimed at 6-12 months must contain no added sugar. (Where a single serving is under 20g / 20ml, products must contain 15% or less added sugar.)
Products aimed at 3yrs+ must contain less than 1.5g salt per 100g. Products aimed at 12 - 36 months must be low in salt (<0.3g per 100g) and those suitable for 6 - 12 months must be free from any added salt.
For food products, if free sugars are added in the form of fruit puree, concentrates or juice, products must be made up of 50% or less per individual pack or serving.
Fruit juices or smoothies aimed at children under 36 months are not permitted. For children aged 3 yrs+, products must contain equal to or less than 150ml of fruit juice/puree (not concentrate).
100% fruit-based or dried fruit snacks must not be aimed at children under 36 months and must be made from whole fruits (not purees, concentrates or juice) and high in fibre (>6g per 100g).
Food or drink products labelled suitable for under 6 months are not permitted.
More detailed information about our joining criteria is available on request.