Function Meets Flavor: Kendra Matthews Of Hidden Foods Co On 5 Things You Need to Create a Successful Functional Foods Brand
An Interview with Wanda Malhotra
Ingredients: There are so many new ingredients out there and it’s impossible to know about them all without going to conferences or enlisting a research and development team. These ingredients can make or break your product. They can help with shelf life or completely change the flavor. You need to taste-test with all sorts of ingredients to know the best combination for your product.
As the appetite for foods that offer health benefits beyond basic nutrition continues to grow, the market for functional foods has exploded. Consumers are no longer just asking for delicious flavors; they demand that their foods also support their lifestyle, health, and well-being. This intersection of function and flavor is not just a trend; it’s a movement towards a future where every bite counts towards better health. As a part of this series, I had the distinct pleasure of interviewing Kendra Matthews.
Kendra Matthews is the founder of Hidden Foods, Co., a company that provides healthy and nutrient-rich pantry staples for families — inspired by her own experience as a mom dealing with picky eaters. Before finding Hidden Foods, Kendra had a diverse career, from being a professional golfer to successfully selling NibNobs, a celebrity-favorite cake truffle company. With her background in marketing and entrepreneurship, Kendra continues to grow Hidden Foods, making it a go-to brand for parents nationwide and helping to reduce any “mom guilt” when needing to choose quick and easy meals that don’t compromise on nutrition or flavor.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
My passion for food has deep roots, especially on my dad’s side of the family — we’re Sicilian. It felt natural to start my first job at a small family-owned Italian restaurant as a hostess and waitress when I was 16. At 18, I considered culinary school but realized the business side of the industry offered more opportunities. So, I pursued a degree in communications and marketing at USC while working full-time and playing golf.
After graduating, I played professional golf, touring across the country for four years. Then, I co-founded a cake truffle company called NibNobs with a friend. Although we gained popularity, especially in the entertainment industry, the product was difficult to scale due to its short shelf life. This led me to transition into a marketing and sales role in the corporate world while maintaining my connection to golf.
But food is in my blood, and it wasn’t long before I launched another company — Hidden Foods Co., where we create nutritious pantry staples. The idea came from a common frustration in many households: “The Picky Eater.” As a mom of two boys, my goal was to create not only healthy alternatives for quick meals but also delicious options for kids and adults alike. It all started with my family’s marinara sauce recipe, into which I incorporated vegetables like pureed carrots, beets, spinach, and more — thus, Hidden Foods was born!
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
One of the most memorable experiences from my career was with NibNobs Sweet Co., our cake truffle business. We developed a significant following in the entertainment industry and even got a call from Tyra Banks, who wanted to feature us on Good Morning America as a top Christmas gift. The exposure was incredible, and orders started pouring in. However, despite our success, we soon realized that our product wasn’t scalable, and we were essentially creating jobs for ourselves without a clear path forward. Ultimately, we had to sell the business.
This experience taught me the importance of having a clear mission and vision for a company. While I loved our product and its branding, we lacked the strategic direction needed for long-term success. I also learned where to allocate resources wisely, ensuring that we invested in the right areas to support growth.
Now with Hidden Foods, it wasn’t about the fancy packaging or the crazy marketing. I had a problem I felt compelled to solve, and I felt strongly that other moms were facing the same challenges. I was just as passionate about supporting those moms as I was about creating the product. Within a few months of starting Hidden Foods, I sat down with a colleague from NibNobs. Scribbling ideas on a napkin, we quickly realized our true focus: helping moms feed their families without the guilt they often feel. As parents, we’re busy and can’t always prepare a homemade, healthy meal (although social media makes it seem like everyone else can!). We knew then that our mission was to support these parents, providing them with trustworthy solutions that help them get added nutrition into their lives, without any added stress. This mission has driven us to continually find ways to make feeding kids easier. Everything we do is guided by one question: “Does this make life easier for mom or dad?” and it’s what keeps us grounded and motivated.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Persistence: My dad often recalls how, as a child, I wouldn’t leave his side at the pizza shop until I got all the quarters I needed for the arcade. I now see this trait in one of my sons and understand its value. In business, understanding that “no” often means “not now” rather than a complete rejection has been key to maintaining momentum and achieving success.
Passion: I’m driven not so much by success but by the desire to create solutions to problems. When you’re passionate about a mission, things tend to fall into place. I approach everything with the mindset of, “How can this be a solution to someone’s problem?” This passion keeps me going, even when challenges arise.
Humility: Over the years, I’ve learned the importance of listening and considering others’ opinions. At Hidden Foods, this humility has been a cornerstone of our success. When you admit that you don’t have all the answers, others are more willing to share their ideas, which can lead to breakthroughs that might otherwise have been missed.
Are you working on any exciting new projects now? How do you think that might help people?
Yes, in addition to our core product offering (Marinara Sauce, Pancake Mixes, and Chocolate Chip Cookies) — we have some delicious new product offerings in the works. Additionally, we’re currently collaborating with San Diego-based school districts to provide nutritious breakfast and snack options. Some of these offerings are different from what’s available to consumers because they need to be ready-to-eat items like muffins and pre-made pancakes. With California’s new mandate to limit sugar in public school foods, we face the challenge of creating tasty, sugar-free alternatives. This project aligns perfectly with our mission to help families eat better, whether they order online or find us on store shelves.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. To begin, let’s start with a definition so that all of us are on the same page. What does Functional Food mean to you?
Functional food refers to food that offers health benefits beyond basic nutrition, often fortified with vitamins, protein, or other important nutrients. At Hidden Foods, we believe that to be truly functional, food must also seamlessly fit into daily life. Our goal is to combine health benefits with convenience, ensuring that nutritious options are easily accessible without requiring additional supplements or lengthy meal preparations. Our nutrient-rich pantry staples incorporate “hidden” veggies such as beets, spinach, carrots and broccoli, and each product contains no added sugars.
What inspired you to get involved in the functional foods industry? How does that relate to your personal life and values?
Nutrition has always been a priority for me and my family. During my professional golf career, I meticulously tracked my diet to optimize performance. Now, as a parent, I see firsthand how food impacts my kids’ health and behavior. I’ve learned that nutrition can address many health and behavioral issues, and it’s crucial to incorporate healthy eating into daily routines rather than relying on quick fixes like stool softeners for constipation (instead of consistent fiber!) or medications.
This is the heart of why Hidden Foods was founded! I was frustrated seeing kids getting sick or being put on medications. While I know not everything can be prevented, I believe food plays a crucial role in how we function, both kids and adults. As our family got busier and the kids started playing sports, our days became hectic and quick meals took a back seat. That didn’t sit well with me, and I knew there had to be a better option. It turns out, we don’t have to sacrifice quick for healthy!
Can you share your insights on the growing demand for functional foods in today’s market? How has this demand evolved over the years, and what do you attribute this change to?
There’s a huge demand because people are much more conscious of what affects their health — on top of that, it’s being publicized and stamped on all the packaging! In the past, we might have eaten sugary cereals daily without realizing the sugar content, but today, many of us choose healthier alternatives. Our busy lifestyles also drive the demand for quick, convenient options that satisfy both hunger and health needs. While I’d love to sit down to a perfectly balanced meal every day instead of grabbing a protein shake as I’m running out the door, that’s not always possible. At the end of the day, we’re always looking for options that make us feel good about our food choices but allow us to carry on with our lives without skipping a beat.
Can you discuss the process of balancing taste with nutritional value in product development, ensuring that flavor does not take a backseat to function?
Taste is key here. It can be super healthy but if the flavor isn’t there, no one wants to eat it — especially kids. For us, we knew we needed to create flavors that kids wouldn’t question to be different. When I see a kid gobble down a plate of our pancakes and not say a word otherwise — that’s a win. It means we just got a lot of protein, fiber, and nutrients into them that they otherwise would have needed a supplement for!
When we create new products for Hidden Foods, my kids are our biggest taste testers–and I’m proud to boast that I have the pickiest clientele! I have one son who can pick out specific flavors but who’s willing to eat anything. I have another who just looks at it from across the table and will decide not to try it. The winning test is when they both ask for seconds.
What innovative ingredients are you most excited about in the functional foods market, and how are they transforming consumer health and wellness?
I’m fascinated by how many nutrients can be extracted from fruits and vegetables to supply a person with what they need. We’re all about efficiency these days — and if I can skip the vitamins and just get our nutrition from food, that’s a huge win. It’s also important to teach kids to eat right and what foods help with certain problems to ensure we don’t create health issues.
Based on your research or experience, can you please share your “5 Things You Need To Create A Successful Functional Foods Brand”?
- A mission: You can’t just create a product and think, “I’ll add my logo, sell it to everyone, and then sell this company for millions.” That’s unrealistic! You need a reason to create a solution and that will keep you going. If you’re chasing money, you’ll get tired. If you have a mission you believe in, you will fight through any obstacle that comes your way.
- Ingredients: There are so many new ingredients out there and it’s impossible to know about them all without going to conferences or enlisting a research and development team. These ingredients can make or break your product. They can help with shelf life or completely change the flavor. You need to taste-test with all sorts of ingredients to know the best combination for your product.
- An easy-to-use product idea: If the concept is so far off, the public may not be ready for it. Functional food is most successful when it doesn’t interfere with our busy lives — can you throw it in something you’re already making? Can you grab and go? If not, your product is also competing with the consumer’s time — and more often than not, getting their time back always wins.
- Easy-to-educate packaging: You have two seconds for a consumer to see your product on the shelf and understand why you’re different. We do very well at demos because we have 20 seconds to explain what we’re about. It’s a different level when you’re on the shelf next to a big brand that has been selling for years. No matter what, it will take time for people to recognize the brand in conjunction with its benefits. So be prepared to be patient.
- A solid social media platform: Social media contributes to your brand awareness. People need that brand recognition before they’re willing to commit. It takes years to grow it organically, but if you’ve got a reason for people to follow you, they will.
- Financial Support: I wish there was a way around this, but from the ingredients to the packaging, it all costs money. Starting small is my recommendation and it will scale over time. However, to produce a small batch of test products, you’re in for a few thousand dollars before you know you even have a product. Once you get into a store, you might have fees just to put it on the shelf, so growing small and having a consistent stream of revenue is helpful.
How do you navigate the regulatory challenges associated with health claims on food packaging, and what advice would you give to new entrants in this space?
We brought on a consultant who reviews all our labels and products. There are big companies out there that do it just as well as smaller independent companies. It can mean a lot of testing, but it’s better to be safe than sorry when entering the health space.
In what ways have consumer preferences shaped the evolution of your product offerings, and how do you stay ahead of the curve in such a dynamic market?
Over the past year, we have gained many types of consumers in all different areas. There are some comments we hear from our consumers and that helps us adjust to what the demand is. For example, we kept getting requests for gluten-free products, so we added that to our product lineup. We also saw comments about “enriched wheat flour” which, as a mom, never bothered me. However, we were able to switch it to a high-protein, non-bleached wheat flour that provided a lot of the same nutrients. You’re never going to get 100% of people to love 100% of your product; so, at some point, we have to stick to making the best product we can for the majority of our consumers.
We frequently conduct demos at local grocery chains and farmers’ markets to stay connected with consumer preferences. We have several products in research and development, and we actively engage with our consumers to share these concepts. Their enthusiasm often guides our priorities. It’s crucial to stay connected with the ultimate purchasers of your product.
If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?
I am 100% on a mission to help kids and families eat better. I think this generation is our future, but we have to teach them how to be the best they can be — and it starts with their nutrition. There are so many diseases (some I know can’t be prevented) and behavioral/emotional issues that food can cause. In many cases, people turn to medication when in reality it can be fixed by changing what they are eating. I’m not opposed to experiencing fun food that might not have all the benefits — everyone needs balance! But eventually, I hope kids can be educated enough to make healthy decisions on their own.
What is the best way for our readers to continue to follow your work online?
Please follow us on Instagram and Facebook at @HiddenFoods.Co. We’d love to hear from those who’ve tried our product! We have a lot coming down the line and we’re so excited for everyone to join us on this journey.
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
Function Meets Flavor: Kendra Matthews Of Hidden Foods Co On 5 Things You Need to Create a… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.