A whole bunch of startups are trying to be the next Blue Apron, but for baby food

Small Spoon is just one of many baby food startups competing for millennial parents.
Picture: Shutterstock / MaraZe

You might think, what’s there left to disrupt?  

There is baby food.  

A harvest of new startups are currently currently trying to bring subscription services, dinner kit delivery, and a tech approach to the mashed-up foods parents have fed their children .  

Jennifer Garner co-founded the infant food delivery startup Once Upon a Farm. The startup Yumi offers a similar service. Raised Real has parents blend the infant food themselves in a special machine (seem familiar? ). A couple meal-delivery startups for adults have additional baby food offerings, though the largest names have not yet followed suit.  

Baby food entrepreneurs are quick to say they are disrupting a $55 billion business. And the reason they are convinced it will work? Millennial parents. 

“Most new parents right now are millennials.”  

“Most new parents right now are millennials,” explained Lisa Barnett, co-founder of the infant food startup Small Spoon. “There are different behaviors and different demands millennials have that preceding generations of new parents didn’t have. And that shift is accelerating now because more and more millennials are having children.”  

Millennial parents are more inclined to have dual-income households, care more about knowing what goes in their food, and so are open to trying services that assist with annoying activities. Those are problems that the conventional baby food manufacturers such as Gerber’s aren’t trying too hard to solve.  

Is your baby food startup. The startup is offering a customized nutrition plan to a Blueprint service that has parents fill out health information about their children and designs.  

Parents tell Little Spoon when their kid was born, their arrival height and weight, when they were delivered by C-section, their head circumference, should they have any food allergies, what foods they’ve been exposed to so far, their degree of desire, if they’ve taken some antibiotics, also should they breastfed or ate formula.  

The Little blueprint.

Picture spoon

Based on that information, Small Spoon presents nutrition plans that are distinct. A kid in a lower percentile for weight or height in a family that does not have a background of that will get foods with more calories and much more healthful fats. A kid with an iron deficiency will get a higher proportion of iron and a kid who might be passing up some nutrients because of food allergies will get a plan that accounts for that. A baby who had been delivered through C-section–so wasn’t exposed that babies get when delivered through the birth canal–has.  

Danielle Grant, a pediatrician said constructing a nutrition plan based on these data points wouldn’t be necessary for parents but wouldn’t be harmful.  

“It’s a preference,” Grant explained. “Height and weight today visit would be important. Being formula fed versus breastfed is a large question that could determine a kind of plan because breast feeding is missing some vitamin D formula has and formula is missing several nutrients breastmilk has.”  

All of Small Spoon’s foods that take into consideration these factors are organic, together with combinations like Beet Tahini Chickpea Apple Brown Rice Cardamom and Pea Carrot Apple Dill Coconut Oil.  

This all makes feeding your infant sound and Small Spoon is hoping to reach a certain sort of parent. Some parents that utilize Small Spoon are overwhelmed with the change from formula or breast milk to foods and mixes and want to make sure they are feeding their children the ideal mixture of nutrients.  

Small Spoon is currently currently trying to reach a certain sort of parent.  

“For adult [meal kits], it is really only a time thing,” Barnett explained. “For the kid, it is that you need to feed them food and there aren’t many options out there they are prepared to eat. It’s about a trust element. Our authority is actually important to parents.”  

Small Spoon offers meals for children from the “first bite” between four and six months up through 18 weeks. Parents get a delivery of at least 14 meals every two weeks, and that costs a beginning rate of $34.50 per week. The food has to be kept cold and lasts for the two weeks it is supposed to. It’s good for about that exact same moment when it is opened.  

The startup’s founders, around statistics that state the median household income for households with children is $ 70,000 annually, priced their food together with backgrounds in retail, food, and venture funds. It costs about the same as buying your infant food but costs over Gerber’s.  

The meal plan starts with simple foods before going to the blends that mix all superfoods and ingredients, spices, and foods such as rice and quinoa.  

Little Spoon–and its competitors–might move into finger foods and feeding children past 18 months.  

“If you take a look at all the baby food that exists out there ready-to-eat, it’s been sitting there longer than the infant eating it has been alive,” Barnett explained.  

May the best startup win.  

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