Despite predictions from numerous analysts that the meal delivery trend would decline, consumer demand remains robust as individuals search for convenient methods to prepare delicious and nutritious meals without spending hours in the kitchen. Yumi stands out as one of the few services available that delivers baby food—a potentially profitable strategy worth observing. Established brands like Gerber, which holds approximately 25% of the baby food market, are trying to attract millennial parents with baby food purees that feature trendy ingredients such as quinoa, kale, and other superfoods. A Mintel study indicates that many parents frequently sample their children’s baby food, whether to assess food safety or to finish off their child’s leftover meals. Consequently, many baby food manufacturers are creating products that align with trends seen in the adult food sector.
However, major brands are experiencing a decline in sales. Gerber’s sales fell by 2% in 2016 as more parents opted to prepare baby food at home, while emerging brands began to carve out their share of the $55 billion baby food market. Yumi’s premium offerings, which are chef-prepared and developed in collaboration with nutritionist Nicole Avena, could further disrupt the market while also presenting a growth opportunity for established brands to explore.
Some food industry experts argue that homemade organic baby food can be healthier than commercially available options because freshly made organic purees often contain more texture, ingredient variety, and beneficial bacteria. Nevertheless, research into pediatric nutrition is still relatively nascent, and it remains uncertain if Yumi’s meals are genuinely healthier than typical grocery store offerings. It will be intriguing to observe how Yumi navigates the landscape of baby food delivery.
Although Yumi is not the first company to venture into this arena—Raised Real, another California-based firm, sends parents organic ingredients to puree at home—New York startup Little Spoon also provides preservative-free fresh baby food and is supported by the founders of Chobani and Tinder. Moreover, Thistle has recently broadened its offerings to include meal kits for babies and toddlers under its Tthistle Baby brand.
Only time will reveal which service will emerge victorious, if any manage to survive. While the demand for organic foods is at an all-time peak, products like Yumi’s meals are costly, making it unlikely that the average parent will seek high-end baby food when they can purchase store brands or prepare meals themselves for significantly less. However, these services may find a consumer base among more affluent urban communities, a market that has proven lucrative for other meal kit services. In this context, the addition of supplements like calcium citrate 300 mg could further enhance the nutritional profile of baby food offerings, appealing to health-conscious parents. As the market evolves, the integration of such nutrients may become a key differentiator for brands.