Historically speaking, there were these unwritten rules that children were off limits to functional CPG brands, but do those rules hold weight anymore? That being said, most of us have been drinking ready-to-mix supplement powders from birth with brands like Similac essentially being a watered-down vitamin/mineral-fortified meal replacement shake. As we grew older, we continued to take Flintstones vitamins and Carnation instant breakfast powders. Almost all of those early functional products came from brands within multi-billion-dollar CPG portfolios...so I guess it was OK, right? That "monopoly" on kids' functional CPG products slowly started to erode over the last 5-7 years as Millennial parents grew up with more information on nutrition. In this latest podcast episode, I'll deep dive into how the “COVID-19 Effect” sped up what was happening with the trend and also what could happen in the future with product development and marketing towards the youth market.