China Food

Eight new directions for European and American baby food enterprises, which is suitable for China?


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as the baby food track continues to be crowded, breaking the game has become the only way.
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In the first three quarters of 2021, a total of 24 investment and financing events occurred in the field of mother, infant and child products, including 13 financing events for infant food alone, with a financing amount of 1.5 billion yuan.
(picture source: maternal and infant industry observation)
As observers of the children’s track, the children’s Institute club has witnessed the rise of a number of cutting-edge baby food brands. Since 2019, the compound annual growth rate of China’s children’s food market has remained at 10% – 15%, and children’s food has become a track with 600 billion plates.
 
However, with more and more brands entering the game and playing games, the competition in this blue ocean market is becoming increasingly fierce, and many brands are distressed by the increasingly serious homogenization risk. With the continuous crowding of the track, breaking the game has become the only way.
 
The European and American countries started earlier and developed more mature in the infant and child food track. In recent years, cutting-edge entrepreneurs have also appeared frequently. How do they stand out in the mature market? Today, the children’s Research Institute Club reviewed the foreign start-up companies specializing in infant and child food in recent years, and summarized the different playing methods of the track for the entry of start-up brands. I hope Hope to bring enlightenment and reference to the growth of domestic brands.
Enter the market with innovative products
(1) Concentrate nutrition into infant food
Amara, founded in 2012, is committed to providing “high-density nutritious food” for children under the age of 7. In November 2021, it just announced that it had completed the round a financing of US $12 million. In 2020, the company obtained the round seed financing of US $2 million, and expanded the number of stores from 100 to 1000 during this period.
 
After three years of technology research and development, Jessica sturzenegger, founder and CEO, and her team launched the first product of “Amara” in 2017, locking the taste, texture and nutrition in a stable and fresh-keeping packaging bag through proprietary technology.
It is understood that Amara’s original products are different from competitors. It provides powdered baby food, which can be stored stably without refrigeration or freezing. This product is also easy to store and carry. Users can mix powdered food with liquids (such as water, breast milk or formula milk powder).
At present, the company has 10 SKUs and a baby food production line. The raw materials are pure, mainly breast milk, formula milk, etc.
 
Sturzenegger said that at present, the packaged food for infants and young children on the market is mainly fruit with high sugar content. Each meal costs $3 to $7 and must be refrigerated or frozen. In contrast, the starting price of Amara’s meal is as low as $1.80 per meal. According to the founder, the reason why the company adopts this low price is to achieve its goal The mission of “meeting the needs of families with different income levels and different budgets”.
This year, Amara plans to expand the production of yogurt smoothie, which sturzenegger calls “the only integrated snack for infants and toddlers without adding any sugar.”
(2) Focus on natural children’s health food
Founded in 2016 and headquartered in Zug, Switzerland, “Yamo” was co founded by Jos é Amado Blanco, Luca Michas and Tobias gunzenhauser. In July 2020, it completed a round of financing of 10.1 million euros (about US $11.4 million).
Yamo was founded to provide children with fresh and natural food. Usually, the infant food sold in supermarkets is sterilized by ultra-high temperature to prolong the shelf life, which will destroy many heat sensitive vitamins, such as vitamin C, natural pigment and food smell. Yamo’s high-pressure pasteurization technology can kill bacteria in a few minutes and protect children’s health Keep the food natural nutrition, taste, color and smell. Yamo’s children’s products can be stored in the refrigerator for 8 to 12 weeks.
 
So far, Yamo’s products include all kinds of fruit purees, vitamin rich box porridge and yogurt, which also have their own characteristics.
 
For example, Yamo’s yogurt is not dairy yogurt, but made of oats. Its taste includes Mariah cherry, which is a little similar to children’s version of plant yogurt. There is also box porridge, which mainly contains a variety of vitamins, and the packaging design is clear and refreshing.
In terms of channels, Yamo’s products can be purchased online through subscription mode. At the same time, coop and   Children’s food of Yamo is sold in edeka and rewe boutiques in Germany. So far, more than 20000 parents have purchased Yamo products.
 
(3) Low sugar baby food
With the enhancement of parents’ awareness of children’s oral cavity and health, low sugar products are not only loved by adults, but also sugar reducing wind is blowing in children’s food. “Serenity kids” is one of them.
As far as we know, “serenity kids” was founded in 2016. Its founder is a couple, providing low sugar and healthy baby food, and obtained a round a financing of US $7 million in June this year.
The entry of serenity kids may be similar to Amara in that it sees the current dietary trend of consumers – the current overall consumption trend is low sugar, natural ingredients and high protein. Investor Karen Howland said in an interview that she was attracted by the stories of Joe Carr and serenity heegel Carr and their team every time she met them, “They chase the market in a different way.”.
It is understood that after the establishment of the brand, it took about 2 years to launch the first product, and the revenue has more than doubled by 2020; At present, serenity kids has expanded its retail business to 4400 retail stores nationwide, and its revenue is expected to increase by 150% in 2021.
Currently, serenity kids product line includes organic delicious vegetables, baby bone soup meat puree and valley free puffs.
 
(4) Simple and rough: subtract some adult snacks
When you can’t find product innovation ideas, the strange ideas of this Indian company may also give you inspiration.
Timios is a children’s snack sales company, founded in 2016 and headquartered in Bangalore, India. It was jointly founded by aswani Chaitanya and hima Bindu. On June 2, 2020, the company completed the pre-A round of financing, and the specific amount has not been disclosed yet.
Timios was founded to provide healthy snacks for children of different ages. Some processed and packaged foods on the market contain excessive sugar and salt, which is not conducive to human health. Timios’s children’s snack products do not contain artificial flavors, colors and excessive salt and sugar. Timios products are specially designed for children, covering the age range from six months to twelve years old.
So far, timios has produced potato chips, Cereals, biscuits, raisins, energy bars and puffed snacks. Users can purchase through online stores such as timios official website, Amazon, bigmarket, firstcry and flipkart. In addition to online shopping, timios is also sold in offline supermarkets, grocery stores and mother and child malls.
 
(5) Cultivate vegetarians from infants and young children
Tiny organics was founded in New York in 2019 and raised $11 million in round a financing in June this year.
The founding goal of tiny organics is more far-reaching. It is committed to giving the next generation healthy and exploring eating habits. It claims that its mission is to “shape the taste of the next generation and make them like and love vegetables from the beginning”.
According to tiny organics, its food was created in cooperation with the school of nutrition of Tufts University to adapt to the development milestones of infants and young children. It is said that they do not contain sugar or salt and do not exceed 5g of natural sugar per serving.
Unlike the sweet paste baby food on the market, tiny organics hopes to introduce healthier, balanced and different flavor baby recipes to cultivate children’s healthy eating habits from an early age.
Tiny organics focuses on the brand of 100% organic and plant-based baby food. It is committed to providing vegetables first food for infants and young children and cultivating a healthier generation of diners. At present, the brands include paella, Provence chowder, tacos and other baby foods.
 
(6) All cooked foods do not need to be cooked
“Lil ‘goodness”, headquartered in Bangalore, is a children’s food and nutrition start-up company founded in 2018. It was founded by harshavardhan, co-founder and CEO, and pariksha Rao, a nutrition expert. In 2020, the company received $660000 seed round financing. The company’s goal is to innovate children’s eating habits and cultivate children’s awareness of healthy eating.
Lil’goodness provides a series of comprehensive, fresh, healthy and nutritious children’s food, and focuses on product quality, hygiene and food safety, so as to enhance children’s immunity. At the same time, the biggest feature of the company is that all meals are cooked food without cooking, which also brings convenience to mothers.
“Lil ‘goodness” currently offers seven products through Amazon India, an online delivery application. In addition, the company’s products are also sold in 67 stores in Bangalore. The company will add vegetables, grains and milk to biscuits, porridge and yogurt to enhance children’s immunity.
Lil ‘goodness has also launched a new application that allows mothers to order meals directly at home through contactless delivery.
 
Win opportunities with innovative business models
(7) Focus on fast food and launch subscription business model
 
“Little spoon” is no stranger in the domestic infant and child food industry. It was established in New York in 2017 by Lisa Barnett, Ben Lewis, Michelle Muller and Angela Vranich. According to foreign media reports, little spoon obtained a round B financing of US $44 million in July this year, bringing the total financing to US $73 million.
Little spoon is sold in the mode of DTC and subscription. It focuses on cost-effective fast food. The price of baby food is less than $3 per meal, and the price of children’s food is less than $5 per meal.
 
As a DTC brand, little spoon pays particular attention to private domain construction. Little spoon has developed an online community as a platform for novice parents to communicate with each other, and hopes to upgrade to a child nutrition solution in the form of both content and products. Little spoon’s long-term vision is to grow up with consumers and develop age appropriate food as children grow up.
In addition to the sales model, little spoon’s investment in products is also noteworthy. It is reported that 70% of the consumers of little spoon come from the Millennials. The millennials’ high standards for food health and nutrition and their demand for fast and convenient food can also promote the reform of the whole baby food industry.
Little spoon is divided into baby food and children’s food by age. Around the concept of “organic”, it has built a product matrix including fruit puree, vegetable puree, combined package, etc.
 
Little spoon first entered the market from baby food, providing about 30 kinds of fruit purees and vegetable purees without preservatives and added sugar. In 2020, it expanded to children’s food, successively launched a variety of nutritious balanced meals such as vegetable balls, chicken nuggets and pot stickers, as well as nutritional supplements containing vitamins, minerals, probiotics and non GM organic fruits and vegetables.
Breaking the traditional retail model: faster and better
(8) Take out brands of baby food
I’m too busy and tired to cook. Adults can order takeout. Can infants also?
“Yumi” is an American baby food take out brand established in 2017. In December 2019, it announced to raise US $8 million. However, its takeout is more like a weekly fresh delivery than a 30 minute express in China. Of course, this is also related to the low logistics requirements of the takeout market in the United States.
 
The establishment of Yumi is related to the experience of the founder. Angela Sutherland, co-founder and CEO of Yumi, said that when she first became a mother, she wanted to give her children the healthiest and nutritious food, but when she used a blender to make food for her children, she always made a mess at home. So she decided to start Yumi to make healthy food without preservatives for babies.
 
Similar to the takeout process in China, after parents place an order on Yumi’s website, the chef will make food in Yumi’s kitchen, then package the food in a vacuum container for distribution, and equip it with ice to keep fresh. The food does not contain any preservatives and bad sugar. The starting price is $50 a week, including six meals.
Saving a lot of trouble is one of the reasons why parents choose Yumi. However, perhaps the more important reason is that Yumi’s food quality is trustworthy compared with the food sold in the store.
For example, in order to ensure that the diet contains reasonable nutritional elements, the founder of Yumi cooperates with nutritionist Nicole aven A. they follow the infant intake recommended by FDA in 2016, and all products are organic substances certified by USDA. Nicole Avena said she would pay attention to how the nutrients of vegetables and fruits change when they are made into sauce. For example, applesauce produces higher insulin levels than mashed bananas, and some mixed berries can reduce insulin levels.
Yumi’s current distribution includes walnuts, pumpkins, white beans and broccoli, as well as a mixture of beet soup, quinoa, kiwi and bananas. The company plans to also provide hand-held food in the future.
 
Author: Liu Huansha; Source: Children’s Institute Club (ID: eransuoclub), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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