Personalized for baby: Gerber rolls out subscription-based food box and nutrition service

25 Nov 2020 --- Early childhood nutrition company Gerber, part of Nestlé, has launched tailored subscription-based food boxes coupled with nutritional education.

The move comes amid a heightened demand for healthier infant foods, while consumers are staying more at home.

Gerber boxes are delivered to subscribers’ doors filled with organic products that correlate directly with the infant’s age. 

The child’s developmental stage is taken into account to ensure they are getting foods designed just for them wherever they are at in their feeding journey.

The subscription also includes educational feeding tips and access to a 24/7 support service, where caretakers can ask nutrition, lactation and sleep questions.

Driven by convenience 
The subscription box service is designed to make introducing new foods and flavors more convenient, especially while parents are busy juggling childcare while working from home.  

Gerber boxes come with organic foods tailored to specific stages of early development.Mohini Joshi, vice president of marketing at Nestlé Gerber says: “Our subscription boxes give parents an option that makes meal planning and prep more manageable for families with busy schedules.”

The launch is in line with Innova Market Insights’ third top ten trend for 2021: “Tailored to Fit.” 

“Tailored to Fit” refers to food and beverage offerings that adhere to specific lifestyles or personalization. 

Nearly two-thirds (64 percent) of global consumers in an Innova Consumer Survey note that they have found more ways to tailor their life and the products they buy to their individual style, beliefs and needs. 

Subscription services have seen a surge in popularity amid the COVID-19 pandemic, as consumers try to keep healthy while adhering to stay-at-home measures. 

Keeping the conversation going
Educational and nutritional content, such as guided menus, hunger and fullness cues, recipes, and ingredient source content are included to help parents feel like “feeding pros.” 

“This new option is a continuation of our commitment to provide parents with premium nutrition for their little ones with the added value of feeding tips and menu ideas for baby’s age or stage,” Joshi adds. 

Educational content for the subscription boxes are backed by nearly a century of experience to supply parents with information on healthy development and nutrition, says Sarah Smith-Simpson, principal scientist at Gerber. 

Investing in infant nutrition
Gerber has launched a number of products this year with infant health and nutrition in mind. 

This summer, the Nestlé subsidiary launched Grow Might and Lil’ Brainies multivitamins, which are touted as providing essential nutrients at appropriate levels to help kids get what they need. 

Gerber also extended its organic snacks range with Gerber Organic BabyPops featuring peanuts in the second half of the year. The snacks were specifically designed with allergy-prevention in mind. 

By Missy Green

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