The TLDR: A host of new baby food brands have launched to meet the needs of today’s health-conscious parents, in turn helping to pivot the category away from preservative-filled purees to an innovative array of organic, fresh superfoods.
Jarred purees are a pantry staple for new parents. But whilst convenient, one look at the label, and parents might shudder at the amount of preservatives they contain. And if they dare take a closer look, the majority of pre-prepared baby meals and snacks on the market will have a longer shelf-life than the age of their little one.
Sensing an opportunity, a host of new baby food brands have launched to meet the needs of today’s health-conscious parents, in turn helping to pivot the category away from preservative-filled purees to an innovative array of organic, fresh superfoods.
Born in NYC, Little Spoon has raised $73 million in total to expand its operations of delivering fresh, homemade, organic baby food straight to parents’ doors. All of their products are manufactured using High Pressure Processing (HPP), otherwise known as Cold Pressure, which naturally elongates the shelf life of their fresh food by a few weeks. Making waves on our side of the pond is Mamamade, a fast-growing organic plant-based baby and toddler meal subscription which this week received over £600k in crowdfunding - £200k over the target. Others in the space include Little Tummy, backed by supermodel investor Natalia Vodianova, and Omami, who focuses on small-batch, specially curated subscription boxes.
