Our Mission
The Kids' Food and Drink Collective is not just a membership association, it's a movement. We’re building a global platform for change by bringing together industry, brands and consumers in a common goal to initiate a complete cross-sector overhaul of our children’s food environment.
Over the last thirty years, children’s dietary health in the UK has faced some significant challenges. We now have some of the highest rates of childhood obesity and dental decay in Europe, in large part due to a food environment dominated by ultra–processed and sugary foods, often directly marketed at children. Unlike for babies and infants, there are no legal nutritional standards or government guidelines for children's food, and as a result studies show that on average food marketed to children is more likely to be higher in sugar and saturated fat than adult foods.
At the same time many parents are confused and don’t know where to turn. They are time poor and need convenience, but they also want honesty, clarity and the ability to make informed decisions about the food they buy for their children. But momentum for change is starting to build. The government’s new food strategy shows a willingness to tackle unhealthy foods, but we believe much more can be done.
The KFDC represents a group of businesses all driven by the belief that children deserve better. With the support of an independent panel of accredited dietitians and nutritionists, we have developed a set of membership criteria that we believe effectively encapsulate what defines a healthier choice, whilst still being in tune with what works for parents and children.
Our core mission is to change the culture that currently surrounds the children’s food sector by raising standards, inspiring customers to demand better and encouraging the industry to innovate and improve.
Our goals are to:
Raise the profile of our member brands, boosting their visibility and providing them with insights and opportunities as well as the chance to network and collaborate
Advocate for children aged 3 and up, for whom there are currently no legal nutritional standards or government guidelines
Establish the “KFDC approved” badge as a trusted symbol of healthier choices for both parents and industry
Work with retailer and industry leaders to make healthier food and drink more visible, accessible and affordable
Drive positive change through policy, research and public awareness