Start-Up Delivers Organic Baby Food

Published on: 28 Apr 2017

Baby FoodA new start-up is aiming to deliver organic baby food direct to customers, helping them to save time on creating meals.

With a lower sugar content than baby food in stores, the company wants to help busy mothers feed their babies with healthy food.

A personal look at  the new American start-up Yumi, who produce organic baby food aimed at busy mothers who want to provide healthy food for their baby

Angela Sutherland was a busy investment executive when she had her baby daughter, and began to find that there just weren’t enough hours on the day. As her daughter started to transition to solid food, she had two options. She could either spend hours pureeing sweet potatoes, green beans, and other vegetables, or she could purchase pre-made food from the supermarket – which was laced with huge amounts of sugar.

When she realised that the pre-made food was really just like giving her baby junk food, Sutherland saw a niche in the market. She launched new baby food company Yumi alongside a former New York Times and Wall Street Journal reporter, Evelyn Rusli.

Yumi focuses on healthy and freshly-made baby food, which is delivered right to your door. Parents can place a subscription to have the food delivered every week, with the first shipments starting to go out in late spring.

While the business is launching just in California, Sutherland has already confirmed hopes of expansion further afield.

Healthy baby purees

The purees are based around healthy ingredients, something that development chefs should be sitting up and taking notice of.

Blueberry SmoothieTake, for example, their broccoli mash. This contains sweet potato, broccoli, apricots, barley and ground Flax seed. Then there is the blueberry chia seed pudding, which is made of blueberries, quinoa, chia seeds, banana, dates, and wheat germ oil. It sounds more like a health food smoothie for adults than baby food, but the ingredients are chosen for their nutritional qualities as well as their taste.

The purees have no added sugar or salt, with all ingredients guaranteed to be organic.

They also plan to include information for new parents through their online content, which will promote health and wellness as well as empowering parents to make the right choices for their children’s food.

The start-up has already been able to raise several million dollars in investment. Some of the big names offering their financial support include Ali Partovi, Matt Wullenweg, and Philip Krim – a real who’s-who of investment.

Food industry start-ups

Of course, Yumi is not the first start-up to make food recruitment seem a possibility as they move down the line. However, not all of them have been successful, as more established companies tend to dominate the market. 

Munchery, for example, has been struggling to stay afloat after spending all of the $120 million in venture funding that they started out with. Blue Apron, which had been considering an IPO, is now putting all plans on hold as they struggle to turn a profit.

Yumi faces some particularly stiff competition. There are already companies out there delivering baby food to the door, such as Thistle and Yummy Spoonfuls. There are also big names in this industry already: Gerber, which is owned by Nestle, Earth’s Best, and Plum Organics. All of these brands offer their own organic lines. Amazon has even started selling organic baby food as of 2016, with their new Mama Bear line. It’s clear that the journey to profitability is not going to be an easy one.

But some are still confident that Yumi will be a success.

"Parents care about their babies' nutrition, " said Partovi. "Food consumers are notoriously capricious, and that's a challenge for most food startups. But not for baby food."