Wellness-Focused Investment Fund Vaultier7 Invests In Baby Food Brand

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LONDON, United Kingdom — Female-led specialist investment fund Vaultier7 has expanded its wellness portfolio with the addition of US organic baby food brand Little Spoon.

The startup – a first mover in the direct to consumer organic baby food category, backed by Tinder co-founders Sean Rad and Justin Mateen and Kyle O’Brien from yogurt brand Chobani – plans to use the cash injection to move into its next stage of development. This will see the brand further accelerate its growth plans and consolidate a leading position in the US market.

“The quality of the baby food options out there have been far too low, for far too long, and the industry has largely ignored the new needs of the modern day parent. It’s our mission to fix that,” commented Little Spoon in a statement.

“We are excited to partner with V7, experts in building breakthrough brands for the modern age, to revolutionize and challenge a sleepy industry so that all parents have access to quality nutrition and wellness products for their children.”

By utilizing cold pressure technology and natural ingredients free of added sugars and preservatives, to offer a fresh, organic alternative to shelf-stable store-bought food, Little Spoon is hoping to leverage the rise in demand from millennial parents for healthy, organic baby food options.

Read More: New Investment Fund Vaultier7 Will Support Disrupters in Beauty, Health & Wellness Categories.

However, it’s not the only brand on the rise in this category. The multi-billion dollar baby and toddler food market has attracted a crop of startups of late, all of which are attempting to disrupt the segment, which Little Spoon argues has been dominated by highly processed options. The Jennifer Garner co-founded Once Upon a Farm and startup Yumi, which claims to provide “homemade baby food without the homemaking’, both offer similar services, as do the $1 million backed Raised Real and Thistle.

Yet, despite a few trailblazers, according to Little Spoon baby food hasn’t changed much in the last 100 years. So, against this backdrop, it hopes its fresh take can help to revolutionize the category and beyond.  

The startup’s business model, which is grounded in optimising nutrition in order to aid in a specific child’s crucial development stages, uses a proprietary system underpinned by expert pediatric nutritional science to create personalised nutrition plans for each child, which is delivered directly to parents’ doors from $34.50 a week. A model that upon its launch had already garnered a waitlist of 3,000 people.

Beyond the brand’s innovative product, according to Vaultier7 at the heart of Little Spoon’s success is its direct, personalised relationship with the consumer — one that hinges on its unique customer care team of passionate parents.

“Little Spoon has fast created an authentic community. This genuine 2-way conversation with customers is something we look for in all the brands we invest in,” commented a spokesperson at the firm.

“This has enabled Little Spoon to fast become a trusted partner in family homes, challenging an industry that has seen little innovation for years, and we are tremendously proud to join the brand on its journey to make parent’s lives easier whilst optimising their child’s nutrition.”

 

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