Clean baby food

JWT Intelligence reported that millennial mothers are redefining the rules of motherhood. Millennial parents are now passing on their love of healthy, adventurous foods to their children, and brands are aiming for the top end of this market by offering innovative products.

End of April, the team behind Nourish Kitchen and Table in New York launched Nourish Baby NYC. The meals are prepared with organic and seasonal ingredients from local farmers. Options include Korean black rice congee to broaden palates. Subscriptions start at $475 a month and are picked up weekly from Nourish’s designated outputs.

Marissa Lippert is a registered dietician, founder of Nourish, and a member of JWT Intelligence. She said, “It hits the right generation.” If you are a new parent between the ages of 25 and 40, this age group is very conscious of where to buy their food or where to order from. Now, health and wellness are everything. “This is the perfect time to have these discussions.”

Yumi, a baby food delivery service that launched in April, is modeled after its adult counterparts. Yumi, based in Los Angeles,s was created to combat the preservatives that are found in even high-end organic food. Yumi meals are made with locally sourced ingredients and recommended by nutritionists and pediatricians. Prices start at $50/week.

Angela Sutherland is the founder and former investment executive of Yumi. She told Vogue that “as millennial mothers age and have kids, we will apply all that we want to our children’s lives.” Yumi is targeting the cohort of working mothers who are hyper-focused on wellness by providing both nutrition for babies as well as mental relief to parents.

The UK’s young gums community is a “breath of fresh air” to parents looking for an alternative to processed infant foods. Young Gums was launched by Beth Bentley last year, the head of strategy at Wieden + Kennedy. It quickly gained over 8,000 Instagram followers. Bentley makes simple, healthy meals that can be made at home. Many of them are easy to make with just one hand.

Bentley says, “I wanted to create a platform for parents who are creative, connected and honest. I also wanted it to be a place where they could find healthy recipes.” Bentley says that this includes the modernity and freshness of the recipes, the tone of voice and humor, the visual appearance, the platform I use, the time at which the content is shared, etc.

Bentley’s recipes are not only a great alternative to the baby food aisle, which she refers to as “the land of forgotten tim,” but also to the tone and style of many parenting blogs. Young Gums, billed as “Baby Food with Attitude,” delivers with sassy and witty recipes that acknowledge moms’ limitations. The recipe copy reads “WTF do I do?” and offers tips on how to save time and money. Bentley compares this site to others, saying that “the writing can be a little lacking in reality or feel a bit patronizing.”

Nourish Baby is a great example of a brand designed for children that also has a lot to offer adults. Lippert says that the vibrant colors and shapes are intended to catch a child’s attention. It is also appealing to parents because of its simplicity. It is reminiscent of Matisse or Bauhaus designs from the 1930s. It’s a new, sophisticated way of thinking.

Millennial moms bring a different perspective to parenting than their predecessors. Pew Research shows that millennial mothers now make up the majority of new parents. In 2015, 82% percent of all births occurred to millennial mothers. Baby brands need to take note of the new attitudes, new looks, and fresh ingredients that are driving the clean food trend and millennial motherhood.

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