Wellbeing Nutrition enters kids segment with launch of ‘Kids Superfuel’

Wellbeing Nutrition, one of India’s leading clean-label health and wellness brand, announced its portfolio expansion with its entry into the kids’ nutrition category through the launch of ‘Wellbeing Kids Superfuel’, a science-backed daily nutrition mix for milk crafted for children aged 7 and above. This strategic step marks Wellbeing Nutrition’s foray into an entirely new segment, guided by the brand’s long-standing commitment to science, transparency and a holistic approach to family health, driven by its vision to simplify, elevate and clean up the way families approach everyday nutrition.

After many industry and category firsts, Wellbeing Kids Superfuel comes from listening closely to parents who want to give their children the freedom to explore, imagine and be joyfully mischievous while feeling completely confident about what goes into their daily diet. Wellbeing Nutrition believes that mischief has a place in childhood, but it should never find its way into children’s nutrition. This philosophy anchors the product and the category expansion. The brand’s clean-label approach and science-led principles come together to create a mix that leaves no mischief in the nutrition, so children can enjoy all the mischief outside of it.

Commenting on the launch, Avnish Chhabria, Founder, 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.”

Wellbeing Kids Superfuel has been formulated with clinically researched ingredients that work together to support overall growth and daily wellbeing. The blend includes balanced protein along with essential vitamins and minerals required for healthy development. Omega 3 DHA supports cognitive function, colostrum contributes to immunity, and natural prebiotic fibre and probiotics aid digestion. The presence of digestive enzymes ensures efficient nutrient absorption, while calcium, Vitamin D, Vitamin K, Vitamin A, lutein and zeaxanthin help strengthen bones and support eye health. The formula contains no refined sugar and is naturally sweetened with monk fruit, making it a clean, gentle and effective choice for parents seeking meaningful daily nutrition for their children.

Wellbeing Kids Superfuel will be available in two flavours, Creamy Vanilla and Milky Chocolate, in a 400 gram pack. The product will be priced at INR 949/- and will be available on the Wellbeing Nutrition website and Amazon