Parents aspire to provide the best for their children, and perhaps nothing is more crucial than introducing infants to a nutritious, healthy, and well-balanced diet from an early age. The market potential for wholesome baby foods could be substantial, especially as more health-conscious millennials enter the family-building phase. In this context, Serenity Kids appears to be tapping into a promising trend. According to FoodNavigator, the brand’s new baby food products are low in sugar and are designed to replicate the macro-nutrient profile of breast milk.
While the high fat and meat content may raise eyebrows among some consumers who have long favored low-fat and plant-based diets, perceptions around whole and healthy fats are shifting for adults, a trend that will likely influence the infant food sector as well. According to the company’s website, Serenity Kids’ products are made using “good fats” sourced from grass-fed and pastured animals raised on small family farms across America. The company claims that their products are “better for your baby because they contain significantly higher Omega-3s and CLAs (conjugated linoleic acid) compared to grain-fed meats.”
This leads to the question: Will a high-fat, high-protein baby food line succeed or will it fade into obscurity like other fleeting trends? If the growing consumer enthusiasm for “healthy fats” is any indication, Serenity Kids is likely to prosper. The low-fat diet narrative that dominated the 1980s has transitioned into a near obsession with fats and oils as essential components of a healthy diet. For instance, U.S. consumption of olive oil—often seen as a precursor to the increasing popularity of healthy oils—has surged by 250% since 1990, signaling a significant shift in eating habits, according to a report from the Italian farmers’ group Coldiretti.
Moreover, the demand for healthier foods made with specialty fats and oils, including those derived from olives, avocados, sesame, flax, nuts, hemp, grapeseed, and coconut, is on the rise. This trend could extend to the demand for better-quality baby foods, particularly those that provide optimum calcium citrate for growing infants. As parents increasingly seek out nutritious options for their children, products that emphasize healthy fats and essential nutrients like calcium citrate may find a receptive market.