Baby-friendly baking mixes: Happy Family Organics expands iron-rich offerings

05 Aug 2021 --- Happy Family Organics has launched baking mixes for babies. They are marketed as convenient for parents with limited time in the mornings as the mixes can be prepared within five minutes.

The organic baking mixes are made with 100 percent whole grains, including wheat, oat and amaranth, and are a rich source of iron, which is essential for the development of the brain.

“Made Simple Mixes also offer a great way to incorporate fruits and veggies into waffles, pancakes and muffins, either as a dip or within the mix,” says Anne Laraway, CEO of Happy Family Organics.

Convenient preparation
The mixes also do not have added sugars. They are available as a pancake and waffle mix or as apple carrot and cinnamon muffin mix.

The offers address existing consumer habits. Research from Happy Family Organics shows that 87 percent of mothers feed their children under two years old pancakes, waffles or muffins. Moreover, 80 percent allowed children to eat pancakes as a way of practicing self-feeding. However, a lack of time in the mornings is the main barrier toward providing these homemade breakfast foods.The US dietary guidelines reveal that underconsumption of iron is a cause for concern in infants aged between six to eleven months.

The mixes can be prepared within five minutes, requiring only water to make the pancakes and waffles and water with a puree or Happy Baby pouch to make muffins.

Baby nutrition in focus
The new product line comes as the 2020-2025 Dietary Guidelines for Americans encourage citizens to have iron-rich foods starting at six months of life.

The guidelines also state that the underconsumption of iron is a cause for concern in infants aged six to eleven months who are often fed primarily human milk and consume inadequate sources of iron in the rest of their diet.

Happy Family Organics products are also certified USDA organic, meaning they do not contain toxic pesticides and have no artificial hormones. The infant nutrition industry is seeing a rise in new product developments and the need for cleaner products.

In this space, Innova Market Insights data shows that infant nutrition launches experienced a 13 percent average annual growth between the years 2014 to 2018.

Earlier this year, Happy Family Organics gave insight into a US report claiming infant foods contain unsafe heavy metals. The company has also been diversifying its portfolio with Happy Mama Lactation Cookies, which target lactating parents’ nutritional needs while breastfeeding.

By Nicole Kerr