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    KidFresh Retail Concept to Grow Beyond One Store

    NEW YORK -- KidFresh here, an innovative children's food store whose founder and c.e.o., Matt Cohen has referred to it as a Whole Foods for the junior set, is branching out beyond its initial single location to open in three more Manhattan locations in the next 18 months.

    NEW YORK -- KidFresh here, an innovative children's food store whose founder and c.e.o., Matt Cohen has referred to it as a Whole Foods for the junior set, is branching out beyond its initial single location to open in three more Manhattan locations in the next 18 months.

    The food on offer at the store contains no preservatives, artificial flavors, or trans fats, and many organic ingredients. In addition to grocery items, food toys, and books, KidFresh offers about 35 prepared meals, categorized by age group and portion size, and a range of ala carte items. The meals are all prepared on site by a staff led by chef Joe Brancaccio.

    The retailer additionally offers such features as customized "shapewiches," age-specific cooking classes for children, party catering, and prepaid KidFresh Dough Cards, which can be used like cash in the store.

    Cohen told Progressive Grocer that the company would launch a local delivery service in early February and online ordering in March. Since KidFresh's opening with a children•s New Year•s Eve Party on Dec. 31, 2006, "[b]usiness has been great and growing steadily," he noted.

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