How Yum Actually is making children’s diets healthier

This inspiring story is of a rising startup called Yum Actually started by Nicole Frankel in the packaged food space to get kids to eat more fruits and veggies by turning them into something they won’t refuse – ice cream! Here is the story of Yum Actually in Nicole’s own words.

Parents often struggle to get enough fruits and veggies into their children’s diet and we are helping to solve this problem in the most delicious way possible.

Our ice cream snack cups contain a full serving of a fruit or vegetable in each cup, and they are 40% lower in sugar than other leading brands. The main ingredient is and will always be a fruit or a vegetable. There are so many healthier frozen desserts on the market today that are marketed towards the adult demographic, but none of them cater to the demographic that needs it most – kids. We have changed that.

What’s your strategy story? What led you to start Yum Actually?

I, like many parents, struggled to get my young daughter to eat sufficient fruits and vegetables. I resorted to buying a homemade ice cream maker, pureeing different fruits and vegetables, and then turning them into her favorite food, ice cream.

She initially protested about eating an orange-hued sweet potato ice cream. However, after taking a few bites, she said “it’s yum actually!” The business name and concept were subsequently developed. I knew so many other parents that would benefit from this kind of ice cream, and that I had something special.

What marketing, operation strategies are you adopting at Yum Actually?

Like everyone else in 2020, we rely heavily on digital marketing, such as Instagram, SEO, and Google Ads. Also, because we are a new brand, it’s easy to get lost in the mix behind the crowded freezer door in retailers. Because of this, we do a lot of store merchandising. I always put a freezer decal on the door, and a shelf hanger on the shelf to make sure our products are standing out.

Any strategy mistakes you have made and what did you learn?

Yes. Doing my own packaging in the beginning despite having no graphic design experience myself. This resulted in improperly sized boxes for our ice cream and a very obvious typo on our packaging (Flew York City instead of New York City). I’ve learned that sometimes you just need to outsource.

Finally what advice do you have for your fellow entrepreneur readers?

First of all, make sure you’re solving a problem or filling a gap in the market. There is stiff competition everywhere and CPG is no exception. If you can prove to a buyer that they don’t have any other product like yours on their shelves, your barrier to entry will be much lower.

Secondly, don’t wait until your product is perfect to launch it. Your product will never be perfect. Launch it early and begin soliciting feedback ASAP from the consumers who will buy your product. Adapt your product according to the market feedback.

Disclaimer: The information in the above story is provided by the startup and The Strategy Story takes no responsibility for the authenticity of the product and services offered by the startup. Reader’s discretion is advised.

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