At a time when the tendency to consume organic products increases, the segment of breakfast cereals, particularly for children, mainly consists of over-sweet breakfast cereals which contain taste and aroma flavourings and colour additives. Subject of this research is to create value added for an organic product. Objective of the study – to ascertain the most effective manner to address children. Methodology/methods: In order to achieve the objective of the study, literature study and analysis are applied to find out theoretical aspects of the research subject. Both in-depth interviews are conducted to identify the interests and demand of stakeholders, as well as quantitative surveys and focus groups organized with stakeholders. Stakeholders: children, their parents. Scientific aim of the research is to determine the criteria that increase loyalty and value based stakeholder retention in long term, while providing sensory education, education and promoting creative thinking. Innovative constructor system is put forward as a solution for retention of stakeholders in long term. The created prototypes provide possibility to start innovative constructor system development (Research “Research and development of children’s toy ecosystem in MILZU! cereal flakes packaging to increase the value added of food products”, project No. 1.2.1.1/16/A/004). The value added of the product attracts attention of additionally involved parties. Creating value added of a product, it is necessary to respond to values and on interests based stakeholders’ needs and interests in order to encourage repeat purchase.