Your One line Pitch
Healthy Meatless & Soy-free Frozen Meals For Kids based on Traditional Kids Favorites Ready In Five Minutes Or Less. All meals under 350 calories!
Greenie Tots is the first company to provide a meatless frozen soy-free solution for busy parents who want their kids to eat healthy with their line of all-natural frozen meals for kids that mimic the look, texture, and taste of meat. The line consists of traditional kids favorites with a meatless twist that include Cheeseburger Quesadillas with Sweet Potato Fries, Mac & Chesse with Peas, Pasta & Spinach Marinara with Meat-style Grounds, Cauliflower Rice with Chik'n, and Chik'n, Cheese, & Spinach Quesadillas with Mixed Vegetables.
What is the Customer Problem You Solve?
Parents are looking for healthy meals options that are quick and taste great. Greenie Tots solves the problem by providing healthy meatless meals bases on traditional kids favorites that mimic the look, texture, and taste of meat. Parents love how nutritious and low in calories the meals are. Kids love the great taste. Since the meals are frozen they are convenient for last minute meals and on the days when a home cooked meal is not possible.
How Will You Make Money? (your business model)
Greenie Tots is currently sold in Whole Foods Florida, Whole Foods New York City, Giant Eagle in Ohio & Pennsylvania and independent grocery store chains. Our growth strategy includes expanding retail placement to bulk stores and additional supermarket chains. Greenie Tots is available nationwide through our online store.
What are your Products/Services You Plan to Sell?
Cheeseburger Quesadillas with Sweet Potato Fries,Mac & Chesse with Peas, Pasta & Spinach Marinara with Meat-style Grounds, Cauliflower Rice with Chik'n, & Chik'n, Cheese, & Spinach Quesadillas with Mixed Vegetables.
Who is Your Target Market (your customers)
Our target market is parents that want their children to have healthy meals even when a home cooked meal is not possible. Parents are looking for a healthy alternative to fast food. An interesting additional target market that has developed is with the parents purchasing the meals for themselves. Most parents try our meals before they let their kids sample them. We found that parents are pleasantly surprised by the great taste that they buy our meals for themselves as well.
Demoing our brand has really helped to drive sales. We also offer coupons as an incentive. We find that if the target customer has a chance to try our meals 80% of the time they buy. In addition, we are partnering with schools and mommy groups. We are always utilizing social media and blogs to get the word out about our brand .
You can read these articles as examples of digital marketing strategies for food.
What is your Competitive Edge?
What makes Greenie Tots unique is our meatless component. Greenie Tots is the only company on the market utilizing soy-free meat substitute as our protein source for kids meals. This allow for us to appeal to the vegetarians and those that eat meat with one meal offering.
My Business Pitch Critique
I like the concept of health meals for kids. However trends are working against this segment… U.S. Census Bureau data says the percentage of U.S. households with children has been declining for the past 11 years. Their figures show the 2011 % of U.S. households with children at approximately 30% vs. 33% in 2001.
Mintel is show that the Frozen Meals Category is cooling off . Although kids do eat frozen meals and larger families tend to over-index on frozen meal use snacks are where the business is. Progessive Grocer cites that "…when it comes to frozen snacks, the story changes. Significantly more people from households with kids eat frozen snacks (63 percent versus 39 percent)."
So as a market declines, it is increasingly difficult to generate sales… in fact most investors stay away from scenarios such as this.
So I recommend the Green Tots create product positioning for their meals as a healthy after-school snack alternative given the over-indexed consumption of snacks in households with children.