The Kids' Food & Drink Collective

Why Small & Wild Has Joined the Kids Food & Drink Collective

In our lifetime, children’s dietary health in the UK has faced some significant challenges. A food environment heavily influenced by ultra-processed, sugary foods, often marketed directly at children has resulted in some of the highest rates of childhood obesity and dental decay in Europe. 

But things are changing—and we’re excited to be part of that change.

As parents ourselves, we understand the struggle. Life is busy, and finding convenient, healthy options can feel like an uphill battle. Parents want clarity, honesty, and the ability to make informed choices about the food they buy for their kids. At the same time, they need accessible, easy solutions that don’t compromise on quality or values.

That’s why Small & Wild is proud to be a part of the Kids Food & Drink Collective (KFDC). This collective is driven by a simple belief: children deserve better. As a brand that has always prioritised healthy drink options for our little ones, we couldn’t be more aligned with the mission of the KFDC. We’re passionate about offering parents the tools to make better choices for their families, and joining this group of pioneering businesses gives us a platform to amplify that message.

The KFDC is about more than just providing healthy food options; it’s about shifting the entire culture around children’s food. The collective brings together companies and experts dedicated to raising the standards and fostering innovation, and we're thrilled to be part of this movement.

With the help of an independent group of accredited dietitians and nutritionists, the KFDC has developed a unique set of criteria that brands must meet to earn the “KFDC Approved” badge. These guidelines are rooted in public health standards and the WHO Nutrient Profiling Model, ensuring that every product with this badge is genuinely promoting better health for children.

For us at Small & Wild, joining the KFDC feels like a natural extension of everything we stand for. Our ethos is all about encouraging positive habits, fostering a love for real food, and making healthy eating and drinking fun and exciting. Being part of the KFDC allows us to work alongside other like-minded brands, share our values, and continue pushing for a better food environment for future generations.

Find out more about the Kids' Food & Drink Collective.