The US baby and toddler foods category is experiencing some of the same premiumization as other food segments. Mom and dad shoppers are seeking out minimally processed, clean-label products, often void of allergens. Companies such as Serenity Kids, Austin, Texas, are responding.
The company is the brainchild of couple Serenity and Joe, who themselves were trying to find healthier, high-quality toddler food for their baby. Proponents of the Paleo diet, they were shocked at how much sugar and little protein was in most baby foods. They set out to create a delicious food that wouldn’t cause the inflammation associated with feeding too much sugar (even from fruit) and processed ingredients. The formulations parallel the macronutrient contents of mother’s milk, with each blend’s ratio of protein, fat and carbohydrates designed to meet what the USDA recommends for babies more than six months old.
The range includes Grass Fed Beef with Organic Kale and Sweet Potato, Free Range Chicken with Organic Peas and Carrots, and Uncured Bacon with Organic Kale and Butternut Squash. High in fat, low in sugar, the pouch products are made with humanely raised meats and organic vegetables that are free of added hormones, antibiotics, GMOs and other unnecessary ingredients.
“As someone who found incredible healing through the Paleo diet, I know first-hand how food is the foundation of good health,” says Serenity Heegel, co-founder and CEO. “I also know that it’s not easy to get babies to eat healthy food, so I am pleased to have created a convenient, super nutritious option for families, which happens to taste really delicious, too.”
The company conducted extensive baby taste tests to land on nutrient-dense combinations that the infants loved, ultimately incorporating Himalayan sea salt, and the most well received vegetables. All meat is sourced from small American family farms and aligned with the brand’s mission to support regenerative and ethical farming techniques. One percent of all profits is donated to the Farm-to-Consumer Legal Defense Fund, an organization that defends the rights and broadens the freedoms of family farms and protects consumer access to raw milk and nutrient-dense foods.