19th June 2025: In a first-of-its-kind partnership aimed at shaping healthy habits from the ground up, Slurrp Farm, India’s leading millet-based children’s food brand, has joined forces with KLAY, one of India’s largest preschool and daycare networks, to help children nurture healthy eating habits by blending nutrition with early learning. The collaboration recognises preschool as a child’s first social setting outside the home where they begin to observe how others eat, try new foods, and form early habits shaped by caregivers, teachers, and peers.

Rooted in the belief that mealtimes should be moments of ease and enjoyment — not conflict or coaxing — the initiative aims to help children build a lifelong, positive relationship with food. By integrating food literacy into the rhythm of the school day, the partnership supports a more holistic model of child development where nutrition feels intuitive, familiar, and part of a child’s world, not an exception to it.

The initiative also marks Slurrp Farm’s first foray into preschool learning spaces, combining its “fun, friendly food education” approach with KLAY’s age-appropriate pedagogy. Together, the two brands have created a unique learning experience that introduces young children to the joys of healthy eating in a way that is engaging and developmentally aligned. As part of the launch-day experience, Slurrp Farm introduced tools designed to help children engage with food in joyful, age-appropriate ways. These include Kiki and Her Singing, Dancing Food, a storybook that encourages natural conversations about food between children and caregivers, along with classroom prompts, sensory storytelling, and hands-on activities like food art and What’s On Your Plate. Each initiative is designed to make food feel familiar, fun, and easy to explore, helping children build positive associations and curiosity around what they eat.

Commenting on this partnership, Ankit Kapoor, Chief Marketing Officer of Wholsum Foods, Parent company of Slurrp Farm and Mille, shared: “So much of what we feed our children is shaped by convenience, confusion, and habit. This partnership with KLAY is close to our hearts because it meets children where they are — curious, open, and ready to learn. If we can make food something they enjoy, talk about, and feel good around from the start, we’re setting them up for a lifetime of better choices without fear, fuss or guilt.”

“At KLAY, we believe that early education must nurture the holistic development of children and nutrition is a fundamental part of that equation. This partnership with Slurrp Farm allows us to seamlessly weave food literacy into our learning environments, helping children build not just knowledge but habits that will serve them for life. As a brand trusted by thousands of families, we see this as a powerful step toward reimagining how schools can influence healthier generations through routine, rhythm, and joyful discovery.” said Shireen Sultana, Senior Vice President – Marketing, KLAY Preschools and Daycare.

Through this partnership, Slurrp Farm wants to bring its millet-led, clean ingredients philosophy into trusted, everyday spaces where both access and impact are possible. It positions preschools like KLAY as powerful anchors for early nutrition awareness, helping families build small, consistent habits that stick.