Hidden Foods
Hidden Foods creates kid-friendly foods made with hidden fruits and vegetables, no added sugar, and familiar pantry staples that help make everyday meals easier for families. Inspired by founder Kendra’s family recipes, the brand brings better-for-you options like pasta sauces, pancake mixes, and cocoa to the table in formats kids actually want to eat. Hidden Foods also says its recipes are reviewed by pediatricians and pediatric dietitians, reinforcing its focus on practical nutrition for growing families.
Our Take
At LMGF, we think Hidden Foods works best when it is framed as a smart, modern family food brand rather than just a “hidden veggies” novelty. The real value is the mix of convenience, kid appeal, and nutrition-forward formulation, all wrapped in branding that feels cheerful, accessible, and commercially shelf-ready.
Jenny's Favs
Hidden Foods
Some people are scared of the word natural flavoring…and we get it. Sometimes these ingredients have hidden properties (like gluten). But there are a lot of technical ingredients found in nature that really are natural. First off, we use a natural flavoring in our pancake mix to bring out more of a vanilla-ish flavor that provides a little more of a sweet sensation. It’s derived from a beet/potato combo with additional proprietary vegetation ingredients. For those wondering, it DOES not contain gluten so it’s safe for all of our celiac friends out there.
We worked with Pediatric Dietitians to determine the best ingredients for our kid friendly foods. Instead of sugar, we found the magic of Monk Fruit and Erythritol. Monk Fruit was first cultivated by Buddhist Monks in South East Asia in the 13th Century. It has been used for centuries in Eastern medicine as both a cold and digestive aid. Because Monk Fruit is so sweet, it’s usually mixed with another natural sweetener, Erythritol.
A healthier alternative to sugar Erythritol is naturally found in foods like grapes and watermelon. It’s absorbed quickly by the small intestine and gets it out of your body through urine within 24 hours. This means erythritol doesn't have a chance to "metabolize"—turn into energy in your body. As a health benefit, Erythritol has no effect on your glucose or insulin levels—unlike other sweeteners like sugar and agave. For decades, it's been a favorite sweetener for those with diabetes. Erythritol also helps inhibit the growth of oral bacteria making it a popular sugar substitute with dentists!