These deals are a key milestone in Israeli firm Nutritional Growth Solutions’ (NGS) expansion strategy for Healthy Heights, driven by Stephen Turner, who was recently appointed president for NGS North America.
The brand’s flagship product Grow Daily 3+ is a proprietary formula that has proven effective to help children grow, backed by clinical studies. It was developed and tested by paediatricians as a holistic solution to nourish toddlers and youngsters between the ages of 3-9 years who are struggling to grow, but also provides nutritional support for picky eaters.
GRAS (Generally recognised as safe) is a US Food and Drug Administration (FDA) designation that is considered safe by experts.
The formula contains a precise ratio of macronutrients (whey protein, carbohydrates, and fat) and micronutrients (including L-arginine, vitamins, and minerals). It contains only GRAS ingredients, no GMOS’s, is gluten- and soy-free and comes in three flavours – chocolate, vanilla and neutral.
Grow Daily 3+ can be made into a smoothie or incorporated into pancakes and other baked treats, and provides ‘clean’ energy for active kids.
“While nutrition supplements are necessary for many kids, some brands include a lot of sugar that growing bodies don’t need. With only 3g sugar per serving, Grow Daily 3+ is a nutrition shake that gives kids the nutrients they need, without all that added sugar,” said Liron Fendell, CEO and MD of NGS.
The daily calorie boost also promotes healthy, restorative sleep. Researchers have found a positive correlation between a child’s caloric and macronutrient intake and the amount of time and quality of their sleep.
“When researchers were evaluating the results from our clinical study, they found participants who were consuming the nutrition in Grow Daily 3+ fell asleep faster than those with poor consumption,” he added.
100 million+ customers
Being listed on Walmart’s ecommerce site means access to approximately 100 million regular online customers every month. The retail giant’s total US sales tipped $43bn in 2021, a 70% growth compared with 2020, making it the second-largest ecommerce marketplace in the US after Amazon.
The complete Healthy Heights product portfolio, including upcoming product launches, has also been approved for listing on sourcing platform RangeMe, used by more than 10,000 retailers, including Wholefoods, CVS Pharmacy, Target, and 7-Eleven.
Again, it will increase NGS’ exposure to retail buyers and, in turn, increase the presence of Healthy Heights across the US.
“This move significantly raises our profile on the e-commerce platform of one of the world’s largest retail groups,” said Fendell.
“In addition, our Healthy Heights brand will be exposed to an immense audience of retail buyers for some of the world’s leading retail brands. These outlets always are researching new and innovative products to expand their product ranges.”
Added Turner, “Our retail expansion strategy is an important milestone as the company strives to grow the Healthy Heights brand into a global household name,” said Turner.
“Our evidence-based products are designed specifically for children’s growth and may be eligible for cash rebates through private health providers in the US. The addition of our range on Walmart’s electronic platform and RangeMe will increase our number of prospective customers.
“We also look forward to stocking our products through more retailers to reach even more children with our nutritional products so those kids can grow into the person they are meant to be.”
The kid-friendly protein shake mix package contains seven single serve shake packets.
Authors: Aimee L. Wara, Andrew N. Reynolds, et al
Sleep Medicine Reviews, Volume 49, February 2020, 101231