Nutritional Growth Solutions (NGS), Ltd., a global pediatric nutrition company, recently launched Healthy Heights products in South Korea through a cross-border e-commerce agreement with Coupang Co., Ltd., South Korea’s largest online retailer.
 
The non-exclusive agreement will see NGS’ portfolio of Healthy Heights products stocked through the retailer, including the recently-launched KidzProtein and KidzProtein Vegan lines, which are designed to address a spectrum of children’s nutrition needs. Coupang currently engages 18 million active customers and has an annual revenue exceeding  $18 million in 2021.
 
“South Korea has long been identified as a target market for Healthy Heights due to the country’s increasing demand for nutritional products for children, its large population, and growing trend in online food sales,” said Liron Fendell, CEO and managing director of NGS. “This launch marks a major milestone in our expansion into the APAC region, and I am excited that Coupang signed on as our first trusted supplier in South Korea.”
 
The Healthy Heights product line includes its flagship Healthy Heights Grow Daily 3+. With a base of whey protein and select minerals, this nutritional shake is formulated to help children reach their maximum height. Grow Daily has been specifically tailored to support the growth and developmental needs of very young children between the ages of 3 and 9.
 
“Our Healthy Heights range was scientifically formulated by pediatricians at the renowned Schneider Children’s medical center in Israel as a means to support children’s diets and grant them the best possible opportunity to grow to their maximal height” said Fendell. “This is something I believe will resonate with parents in South Korea due to the flourishing demand for nutritional children’s products in this region.”
 
Citing a study published in Clinical and Experimental Pediatrics, many infants, children, and adolescents in Korea skip breakfast, eat fast food, and consume sugary drinks at high rates, with concurrent tendencies for obesity and vitamin D deficiencies, the company noted.
 
The most-recently launched KidzProtein line is formulated as a quick-fix, nutrient-dense shake containing protein isolates, omega-3 fatty acids, vitamins, and minerals in a powdered fruit or veggie blend. They were formulated to fill in nutrition gaps caused by an unbalanced and often incomplete diet, largely the result of picky eating.
 
KidzProtein products are offered in a whey-based formula and in a vegan format designed to meet the nutritional needs of children with dairy allergies and lactose intolerances, or for families vying for a more plant-based lifestyle. The vegan product is powered by pea and fava bean proteins.

The NGS Healthy Heights portfolio was rolled out on Coupang’s online channel in July. “I look forward to growing the Healthy Heights brand in South Korea and globally,” said Fendell. “We strive to become a leading household name for child nutrition, one that’s trusted by parents around the world.”