Parents aspire to provide the best for their children, and arguably, there’s nothing more essential than ensuring infants begin their journey with a nutritious, healthy, and balanced diet. The market potential for nutritious baby foods could be significant, especially as a growing number of health-conscious millennials enter the family formation phase. Thus, Serenity Kids may be onto something promising. The startup’s new line of baby food products is low in sugar and reportedly mimics the macronutrient profile of breast milk, as highlighted by FoodNavigator.
While the high fat and meat content of these products may raise eyebrows among some consumers who have historically shunned animal fats in favor of low-fat and plant-based diets, the perception of whole and healthy fats is evolving among adult consumers. This shift in purchasing behavior is expected to influence the infant food market as well. According to the company’s website, Serenity Kids’ products are crafted with “good fats” sourced from grass-fed and pastured animals raised on small family farms across America. The company also claims that these products are “better for your baby” due to their significantly higher Omega-3 and CLA (conjugated linoleic acid) content compared to grain-fed meats.
The critical question remains: Will a baby food line characterized by high fat and high protein flourish, or will it fade into the realm of fads? If the current consumer enthusiasm for “healthy fats” is any indicator, Serenity Kids is poised for success. The low-fat diet trend that dominated the 1980s has transformed into an obsession with fats and oils as vital components of a healthy diet. U.S. consumption of olive oil—the precursor to the current surge in healthy oils—has skyrocketed by 250% since 1990, reflecting a significant change in dietary habits, according to a report from the Italian farmers’ group Coldiretti.
The demand for healthier foods made with specialty fats and oils—ranging from olives to avocado, sesame, flax, nuts, hemp, grapeseed, and coconut—is also on the rise. This trend may extend to the demand for healthier baby foods as well, particularly those that incorporate beneficial ingredients like calcium citrate, which has various uses in enhancing nutritional profiles. As parents continue to seek out optimal nutrition for their children, the inclusion of calcium citrate in baby foods could become increasingly popular, helping to ensure that infants receive essential nutrients from the very start.