Popular health advocate and clean-eating activist Revant Himatsingka, widely known as Food Pharmer, officially launched his new digital vertical, Kids Pharmer, to teach children about healthy eating and avoid junk food.
The platform aims to provide healthy educational content for children, serving as a direct alternative to popular but often criticized addictive animation channels.
Himatsingka revealed the project on his primary social media channels, emphasizing that a healthy India must begin with educating its youngest citizens about nutrition.
The new channel debuted with its first video titled Twinkle Twinkle Little Plate, a reimagining of the classic nursery rhyme that encourages children to choose fruits and nuts over sugary snacks.
The content features four primary characters, including Maggie, a health-conscious character, and Kid Pharmer, a younger version of the creator who struggles with junk food habits.
By using music and storytelling, the channel aims to simplify complex nutritional concepts for children aged four to eight.
Himatsingka expressed significant concern regarding the current state of digital consumption for kids, specifically citing channels like Cocomelon as being designed for high addictiveness.
He noted that many Indian parents inadvertently raise children on high-sugar diets due to misleading marketing, often giving children glucose drinks or sugary biscuits under the impression they are healthy.
Kids Pharmer is positioned as a solution-oriented tool to build health literacy, the ability to understand and use health information to make good decisions, from an early age.
The creator, a graduate of the Wharton School of Business and former McKinsey consultant, has amassed a following of over five million across social media platforms.
He famously quit a high-paying corporate career in the United States to return to India and launch the Label Padhega India movement. This campaign encourages consumers to scrutinise ingredient lists on packaged goods to identify hidden sugars and harmful additives.
Himatsingka’s influence has previously led to significant shifts in the Indian food industry, including the viral exposure of sugar content in popular malt-based drinks.
His Sugar Board initiative, which visualizes the amount of sugar in snacks, has since been adopted by major educational boards like the CBSE and ICSE.
With the launch of Kids Pharmer and his recently debuted clean-label food brand, Only What’s Needed, Himatsingka continues to transition from a critic of the food industry to a provider of healthy alternatives.
