Despite the ascending purchase potential of Gen Alpha (born 2010–2024, aged 0-15)  – whose spend will top $5 trillion by 2029 (Fortune, 2024) – the number of global food and drink launches targeting children dropped by 66% in the decade to May 2024 (TheGrocer, 2024). Brands have a plum opportunity to rectify this scenario with appealing and affordable products that bolster longer-term wellbeing.