Fit For A Prince: How The Baby Food Category Went Premium
Prince George Alexander Louis Windsor is going to grow up in the country that pioneered the baby gourmet. Brian Millar co-authors this month’s post with Jacky Parsons, a fellow director at innovation consultancy Sense Worldwide. Together they reflect on what it took to shake up the baby food category.
By: Brian Miller
Date: July 30, 2013
Babies across the UK and the US are eating better than ever, thanks to a bunch of radical parents and extreme foodies who took it on themselves to improve convenience foods for the little people in their lives. In the process, they built multimillion dollar businesses that are right now being snapped up by the global food giants in a veritable feeding frenzy.
In this Tuesday, July 23, 2013 photo, Kate, the Duchess of Cambridge, carries her new born son, the Prince of Cambridge, who was born on Monday. into public view for the first time. outside the Lindo Wing of St. Mary’s Hospital, in London. (AP Photo/John Stillwell, Pool, File)
American Plum Organics bought UK namesake Plum Baby Ltd in January 2013, and anticipates global revenues in excess of $120m this year. Campbell Soup has now struck a deal to buy the business. Meanwhile, Danone and Hain Celestial have also been shopping, respectively buying Happy Family and UK’s Ella’s Kitchen.
So how did the little guys do it? Three things stand out: guts born of a conviction that babies deserve better, the encouragement of open-minded retailers, and frankly, a streak of madness. Here’s my experience of the ride, which I was privileged to share with one brand, the UK’s Plum Baby.
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