Kidfresh, the leading brand of frozen kids’ meals, is expanding its Canadian retail presence tenfold — growing from about 30 stores at its 2024 launch to more than 300 locations nationwide this October.
Kidfresh will be available in Metro Ontario and Pattison Food Group stores, putting its lineup of kid-approved meals within easier reach of Canadian families, said the company.
Kidfresh said it was created to help parents win more mealtimes without trading nutrition for convenience. Each meal delivers more than 9g of protein per serving, no artificial ingredients or preservatives, and vegetables kids won’t notice — from Mac & Cheese and Spaghetti to Pizza and Cheeseburger Mac & Cheese. The single-serve entrées are designed to be something kids will actually want to eat.
“Parents are actively looking for mealtime solutions that don’t force a trade-off between convenience and nutrition,” said Michael Allen, CEO at Kidfresh. “It’s exciting to see the category resonating with families here. To grow from our initial launch to more than 300 stores in just two years is incredibly exciting, and we’re just getting started.
“We’ve seen strong interest in what Kidfresh is offering because we’re solving a very real problem for families: how do you get a meal on the table that is convenient for parents, nutritious enough to feel good about, and something kids will actually eat?
“That balance has always been at the center of Kidfresh. We’re not trying to make a kids’ meal that appeals only to the parent or only to the child. It has to work for both.
“The growth from roughly 30 stores at launch to more than 300 locations is a reflection of that connection with families, along with the opportunity we’ve had to expand our retail partnerships and make the brand more accessible. We’re excited to be building on that momentum in Canada.”
Allen said parents and caregivers want more from the frozen aisle. Convenience is important, but it can’t come at the expense of nutrition, taste, or quality.
“That’s really where we see Kidfresh fitting into the equation. Our meals are designed around familiar foods that kids already love, but with thoughtful nutrition built into the product. We have more than 9 grams of protein per serving, vegetables incorporated into every meal, and no artificial ingredients or preservatives,” he said.
“The bigger trend we’re seeing across the kids’ food category is that parents want meals that combine nutrition, convenience, and the flavors kids already love. That’s where we see a real opportunity for Kidfresh—creating meals parents feel good about serving and kids are excited to eat.
“Frozen also has some real advantages for busy families. It provides convenience, portion control, and less food waste, while modern freezing technology allows us to maintain quality.”
Making and packaging the Canadian lineup in Canada is an important part of the company’s approach to serving the market.
“It allows us to build the supply chain around the needs of Canadian retailers and consumers as we continue to expand,” noted Allen.
“As you grow a business, the supply chain becomes just as important as the product itself. You need to be able to deliver consistently, maintain quality, and support your retail partners as the business grows.
“Having the full Canadian lineup made and packaged in Canada gives us a strong foundation for that growth and allows us to continue expanding thoughtfully as demand increases.”
Allen said the company sees a significant opportunity to continue expanding its Canadian retail footprint, but it’s focused on doing it the right way and building the business sustainably.
“Adding Metro Ontario and Pattison Food Group is an exciting step because it gives more families access to the full Kidfresh lineup and brings us into more communities. Additionally, we have more than 20 items that parents and kids love, providing real meal solutions for families. Right now, we have four of those items available in Canada, so over time, there is a significant opportunity to offer consumers more ways to enjoy Kidfresh and access the brand,” he said.
“From there, we’ll continue looking at opportunities to expand our distribution and work with retail partners who see the same opportunity we do in better-for-you kids’ meals.
“We’re not going to put an arbitrary number on where we need to be in three years. The goal is to continue earning the right to expand by delivering a product that works for retailers, parents, and, most importantly, kids.”
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