A flavorless nutritional powder designed to replace the family supplement cabinet has officially entered the market. Kika Nutrition, founded by entrepreneur Khirma Eliazov, is launching its all-in-one superfood powder after five years of development and more than 50 formula iterations alongside functional medicine practitioners — positioning the product squarely at parents overwhelmed by fragmented supplement routines.
Each full scoop delivers 15 grams of plant-based protein, a complete multivitamin and multimineral blend, probiotics, fiber, and more than 10 organic fruits and vegetables, with no added sugar. The powder is engineered to be both flavorless and heat-stable, meaning it can be stirred into yogurt or oatmeal, blended into smoothies, or baked into pancakes and muffins without altering the dish's flavor — a practical advantage for the foodservice-adjacent meal-prep crowd and for parents cooking for picky eaters. Age-appropriate serving recommendations make it suitable for children ages 2 and up through adults.
The Market Problem
Nearly 36% of U.S. children and teens use dietary supplements, according to data cited by the brand, yet parents must navigate more than 80,000 supplement products to assemble a complete regimen. That fragmentation creates an opening in the functional food and beverage space for consolidation plays — and Kika's single-SKU approach is a direct response to that complexity. The product is manufactured in California using food-grade ingredients and functional dosing, and undergoes third-party testing for heavy metals and pesticides.
The brand's origin story is grounded in personal experience. Eliazov, a serial entrepreneur who previously built a luxury handbag brand stocked by Bergdorf Goodman, turned to functional medicine after struggling with infertility and undergoing IVF. Working with Dr. Gabrielle Francis, a naturopathic doctor and functional medicine practitioner who co-formulated Kika, Eliazov addressed nutritional deficiencies through a nutrient-dense daily protocol. That clinical foundation informed the product's formulation philosophy. "By combining key nutrients that support digestive health, immune function, and overall wellness, we're helping parents build a stronger nutritional foundation without adding complexity to their lives," said Dr. Francis.
Retail and Product Roadmap
Kika is currently available direct-to-consumer and through practitioner partnerships. Its 2027 growth plan includes an Amazon launch, expansion into independent retailers, placement on Fullscript's practitioner network, and distribution across roughly 30 retail locations — with nationwide expansion targeted for 2028. Partnership activations with lululemon, Pvolve, Nordstrom, and Ladies Playbook are also in the pipeline.
Beyond the powder, Kika is developing Kika Bites, a ready-to-eat snack format slated for launch in retailers, private schools, and at youth sporting tournaments in 2027. The move into functional snack foods reflects a broader shift in family-oriented food and nutrition products, where brands are extending from supplements into everyday consumption occasions to drive trial and repeat purchase. Eliazov has framed the snack line as the brand's next step toward showing up "for families all day long" — a positioning that mirrors strategies seen across the broader better-for-you CPG segment.
For operators and retailers evaluating the family wellness shelf, Kika's heat-friendly format and clean-ingredient profile may warrant attention as consumer demand for functional, multi-benefit products continues to grow across both retail and foodservice channels. Food & Beverage Magazine has tracked similar consolidation trends in the supplement-to-food crossover category.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
