Chef Kunal Kapur shares personal insights, instances and anecdotes on keeping kids glued to home platters and helping them forget the burger and pizza
Jelimals, ITC’s confectionery brand in the Jelly segment, has shifted its portfolio offerings to Jelimals Immunoz — jellies fortified with two key nutrients Vitamin C and Zinc that help support the immune system amongst children. A serving of two, great tasting jellies per day will ensure kids get 50 per cent RDA of Vitamin C and 15 per cent RDA of Zinc — both essential to support the immune system.
The pandemic-led, unprecedented rise in demand for immunity supporting products paved way for the need to safeguard children through the category and the product’s launch comes as a natural progression to enable support towards their welfare in the present context.
Data gathered by InfoLeap Market Research & Consultancy LLC for Jelimals Immunoz from 364 children, aged 8-12 years across Mumbai, Delhi, Bengaluru and Kolkata revealed that 86 per cent children feel that their mother is putting extra effort in the kitchen to make new and interesting food, 92 per cent still miss the experience of eating outside food/eating in a restaurant. If given a ‘Superpower’ 74 per cent children would utilise it to save people and find cure from COVID-19 with concern for parents and family being foremost for the children. This followed by saving humanity including doctors, soldiers, friends, animals and testing individuals for the virus.
To discuss the findings and how adults can help make the transition for children, the brand hosted an exclusive webinar with experts, parents and kids Jelimals Immunoz: Kid Me Not. Father and celebrity chef Kunal Kapur, mother and actor Sameera Reddy, child artist Aaryan Prajapati and artist and anchor Karan Wahi moderated the discussion.
In the backdrop of the current times when hygiene and safety are of paramount importance in every family, chef Kunal shared personal insights, instances and anecdotes on how to prepare fun and tasty home-made food for kids that are alternatives to outside food. He elaborated and emphasised on how ghar ka khana gained relevance during this lockdown, beside sharing tips on how to jazz up regular everyday meals.
Speaking about the initiative, Mr. Anuj Rustagi, COO — Chocolate, Coffee, Confectionery and New Category Development — Foods, ITC Ltd, said, “It is our endeavour to support the health of kids with our products and we are doing this in the “Jelimals’ way” – making this fun and engaging for both parents and kids much like our Do the 5 video. We are delighted share hacks on how mothers can spice up the fun quotient for their children through exciting dishes, without compromising on the nutritional and health benefits”.
Commenting on the collaboration, chef Kunal said, “Even in the most difficult times, food has been a comforter for children and adults alike. The disproportionate surge in search for interesting recipes, videos and experiments in the kitchen are all a testament to this analogy. With the lockdown, individuals got creative with the essential options available in their kitchen or in the fridge to cook-up exciting meals that would not only satiate hunger but also nourish the soul. Mothers especially have been exploring trendy variations to dishes or broadening their culinary creativity to make food exciting for children which has also become a mainstay during the lockdown.”