Singapore – International food company Yummy United has initiated Asia’s first-ever Kids Board of Directors (BODs) via its inaugural launch programme held in Singapore. The launch is in partnership with Food Union to rebrand its existing frozen cheese curd snack line, Lakto.
For the rebranding effort, children aged eight to 12 years old were called for an opportunity to be mentored on finance, marketing, creative execution, and public relations via its recruitment campaign last July.
The programme placed the kids in control and spearheaded a business with guidance from industry professionals. Through the process, the kids obtained a deeper understanding of the functions of managing a business.
Among the 20 shortlisted director trainees mentored under the Yummy United Training Programme were the previously announced Kids Board of Directors, namely nine-year-old Lucas Lim, creative director; eight-year-old Ashley Shannon McGovern, public relations director; ten-year-old Eliana Yazdi, marketing director; and 11-year-old Chloe Oh, finance director.
The four young Kids BODs worked together to conceptualise the rebranding of Lakto. The refreshed packaging for Lakto was designed and hand-drawn by the creative director and the strategic planning process for communications was led by the public relations director.
Meanwhile, the marketing director took charge of the content-creating process for Yummy United’s official social media pages while the financial strategies and account operations were overseen by the finance director.
The newly refreshed Lakto packaging, fully designed and curated by the four Kids BODs, is now available at supermarkets and convenience stores around Singapore.
