Little Spoon is Revamping the Baby Food Market for the Millennial Parent

Baby food that actually looks good enough to eat.

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Believe it or not, most of the baby food sitting on the grocery store shelves is older than the kids eating it. Even as millennial parents take an increasing interest in fresh, organic food for the their kids, the baby food industry simply hadn’t caught up. Or at least, that’s how Little Spoon sees it, and what they hope to change about the baby food market.

“Nothing has changed since Gerber,” Lisa Barnett, co-founder and CMO of Little Spoon, says of the baby food industry. “The quality of dog food has been improving faster than baby food.” Barnett, Angela Vranich, Michelle Muller and Ben Lewis began conceptualizing the idea three years ago when they struggled to find healthy food options for babies at traditional grocery stores. At the beginning of 2017 they launched Little Spoon, which offers freshly-made, organic baby food straight to parents’ doors.

The model is straightforward: parents can sign-up online, enter basic info about their child’s age and needs, and every two weeks, they’ll receive a shipment of baby food tailored to their kid. Parents can also continue to give feedback about how their child is growing or responding to the food, which forms part of their child’s personalized nutrition plan, called a Blueprint.

Little Spoon Lisa Barnett Gerbers Angela Vranich Michelle Muller Rockets of Awesome Blue Apron Subscription meal service babies

Little Spoon’s products are meant for babies from approximately 4 to 15 months, a relatively short time in your child’s life, but as any parent knows (and is likely fretting over), those months are crucial to children’s development. “Transitioning to solid foods is one of the most stressful times,” Barnett explains, but Little Spoon hopes to alleviate some of that stress by not only delivering the food, but also providing an easy-to-understand nutritional guidelines. With many young parents already using subscription meal services for themselves, and companies like Rockets of Awesome extending the subscription clothing service model to kids, the Little Spoon model is a natural step forward.

With ingredients like lucuma, spirulina and pitaya, the Little Spoon menu sounds like it belongs in a high-end smoothie bar rather than a baby food company, but the ingredients aren’t simply chosen for their trendy factor. The company also takes pains to explain why each ingredient is beneficial to growing kids – pitaya aids the development of the nervous system, while spirulina can improve the immune system. And mixed into the lineup are plenty of more traditional fruits and vegetables like apples, bananas and carrots, the difference being that Little Spoon’s products will arrive at your door looking fresh and brightly colored, in contrast to the oxidized jars of carrot puree sitting on most grocery store shelves.

Little Spoon Lisa Barnett Gerbers Angela Vranich Michelle Muller Rockets of Awesome Blue Apron Subscription meal service babies

Little Spoon now ships to all states in the continental United States, something Barnett hopes will help parents who live in areas without access to fresh, organic food. However, Barnett emphasizes that Little Spoon doesn’t wish to add any more pressure to parents – especially mothers – who already face incredible pressure to be perfect. “We don’t stand for mom-shaming,” Barnett adds.

The brightly colored packaging certainly makes Little Spoon’s products Instagram-friendly, but helping parents achieve an image of perfection isn’t the goal for Little Spoon. “Being a good parent is also about making sure you’re okay,” Barnett says. And Little Spoon hopes that with fresh, nutritional food made more easily available, parents will be able to focus more on the fun parts of mealtime with their growing kids.

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Little Spoon
Little Spoon

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