Kate Farms’ plant-based, clinically developed shakes and formulas are embraced by thousands of families, trusted by US healthcare providers, and used in over 1,450 hospitals.
A personal story becomes a business
Catherine Hayden, EVP Chief Marketing Officer at Kate Farms explains how it all began: “19 years ago, the founders’ daughter, Kate, was born. She had cerebral palsy and could not be fed orally. By the age of five, her parents Richard and Michelle realised she wasn’t doing well on the enteral nutrition products that were available at that time, so they decided to take matters into their own hands.”
With the help of expert clinicians and a vegan chef, the couple devised new formula using organic, plant-based ingredients and avoiding allergens, artificial colours, sweeteners and flavours found in traditional formulas. It was easy to digest and supported a healthy gut microbiome and immune system. It worked.
It didn’t take long for Richard and Michelle to realise that there were many other families like theirs; other parents searching for tasty, nutritious products for children with special dietary needs, as well as adults who were not thriving on the traditional options. The idea for Kate Farms business was born.
Fast forward 19 years, and Kate Farms is providing a whole range of plant-based shakes and formulas based on organic pea protein. All their products are designed for easy digestion and free from common allergens such as milk, eggs, fish, shellfish, tree nuts, peanuts, wheat, soybeans, and sesame. What’s more, they are all Certified USDA Organic, Non-GMO Project Verified, gluten-free, and kosher.
As a registered dietician with experience in infant nutrition, Catherine was aware of the benefits of a healthy diet on health outcomes before starting her job at Kate Farms. But the last few years have taken that understanding to a whole new level. “When I first saw the positive impact our products were having,” she says, “I wondered why nobody had ever done this before!”
Why hadn’t they? “The main reason is that there was an entrenched system, with two companies holding the majority share of the market. It took time and determination to change that, and to raise the standard in medical nutrition,” she explains. Now, thanks in part to Kate Farms, things are changing. Tasty and nutritious plant-based foods are at last becoming more widely available for people with special nutritional needs.
Teaming up with Tetra Pak
To achieve the necessary levels of product integrity and commercial sterility, the founders knew their products would require aseptic packaging. It therefore felt natural to work with Tetra Pak, pioneers of aseptic packaging. Capacity and operational considerations also played a key role in their decision. The specific package they chose was the Tetra Prisma Aseptic (250 ml and 330 ml) with DreamCap – a handy portion pack with a cool, octagonal shape that’s easy to hold.
Kate Farms’ choice of carton was later confirmed by a consumer preference study which compared perceptions of Tetra Pak cartons with that of PET bottles. It showed that consumers regard carton packaging as more premium and more natural than plastic – an opinion which is reinforced by the fact that many ‘better-for-you’ brands use carton today.
Product development support
Over the years, Kate Farms has devised and tested multiple new product formulations together with Tetra Pak at the Product Development Centre in Denton. “The pilot plant has been an incredible asset for us,” says Catherine. “They’ve helped us produce batches of samples for clinical studies, and, if we’re struggling to make a complicated technical product, Tetra Pak’s food application experts are always willing to cooperate with our co-manufacturer to understand and resolve the problem.”
Kate Farms recently opened its own a state-of-the-art Innovation and Quality Center (IQ) in Goleta, California, in Santa Barbara County. “We will still need the Denton team for some things,” explains Catherine, “but having our own IQ in Goleta helps us speed up product innovation cycles.”
Co-innovation workshops
Tetra Pak’s local marketing team has facilitated several innovation sessions with Kate Farms. Catherine recalls being pleasantly surprised at one such event when the discussions went far beyond product, processing and packaging. “The team shared some really innovative ideas about community and customer care, and how our web site could become a community channel for people with health needs.”
“Tetra Pak’s marketing team shared some really innovative ideas about community and customer care.”
Catherine Hayden, EVP Chief Marketing Officer, Kate Farms
Reaching new consumers
In the early days, Kate Farms’ products were mainly sold in retail outlets, but in 2017 their focus shifted to medical channels, such as hospitals and home medical delivery services. Now, with the increasing popularity of ready-to-drink food supplement and nutritional products, new opportunities are opening up. Kate Farms is complementing its medical range with a series of everyday nutrition products for mainstream consumers, to be sold via regular national retailers.
They recently launched a range of kids’ shakes in Target supermarkets, one of which was recognised as the ‘best kids nutrition snack’ by the American lifestyle media brand, Good Housekeeping. “Packaging design is especially important for kid’s nutrition”, explains Catherine. “Everyday kids’ products have friendly, colourful designs, with cartoon characters that kids recognise. There’s no reason why nutritional products shouldn’t be just as appealing and spark joy and delight!” Next on the agenda is a range of high-protein nutritional shakes for adults. These tempting chocolate, strawberry and vanilla beverages are expected to attract people on GLP 1 weight-loss drugs, since they alleviate the risk of nutrient deficiencies.
Kate Farms is now the #1 doctor recommended plant-based brand in the US. But the story doesn’t end here. Catherine looks forward to a future in which good nutrition is not only regarded as essential to health care but also available every day to kids and adults everywhere.
“Our mission is ‘to nourish your best life,’” she explains, “which means providing a high standard of nutrition to support overall health. Whether you have a serious health condition, are managing your weight, or just have a picky eater in the family, it doesn’t matter. Kate Farms’ products help everyone get the nutrients they need.”
Looking ahead, innovation will remain high on the agenda, as they explore new ways to better serve and connect with their growing community. “We’re constantly considering how to expand access to high-quality, plant-based nutrition for people across all ages and health needs,” says Catherine. “And Tetra Pak continues to support us with packaging solutions that enhance convenience and flexibility, as well as ideas for community-driven innovation.”
