Plant-based babytech and nutrition start-up Mamamade crowdfunds US$2M

19 Jan 2022 --- Fledgeling baby food and early life planning start-up Mamamade has recorded over £1.5 million (US$2 million) in funding via crowd campaigns. The UK-based ready meal service surpassed its initial target of £400,000 (US$544,000) and is on-track to make £10 million (US$13.6 million) in annualized revenue next year.

The company will use the proceeds to build its marketing and sales team, develop new products, improve digital and offline experiences for the consumer, and gear up to roll out its range across Europe.

Founders and executives from companies including Allplants, Made.com, Heals, Design my Night, Bulb and Xexec have all made investments thus far.

Founder Sophie Baron says all of Mamamade’s decisions are based on data and algorithms, whose information is elaborated by person-to-person conversations with consumers. This drives the company’s business strategy, Baron tells NutritionInsight. 

“We have data from over 100,000 parents in the UK – we’re learning from every order the preferences in meals, ingredients and in progression of flavors.” 

“With every order made, our data is refined, enabling us to deliver the best-possible meals at the right time of their little one’s development, and creating new products as a result,” she informs.

Mamamade is a ready meal service for babies and toddlers that offers a personalized experience and coaching for new parents.A prime industry for innovation
Mamamade offers a vast array of foods for infants and toddlers, and users may opt in for an easily cancelable meal box subscription. Opting for a subscription means clients will also be able to have a one-on-one call with a “weaning coach” to help get their children ready for the next stage in their diet. 

Baron says that legacy baby food companies have largely failed to cater to the modern parent. Therefore, Mamamade provides meals and services suited to young families looking for alternatives to traditional baby food, which is often less healthy, and whose ingredients have faced increasing scrutiny.

Baron explains: “The simple fact is that a majority of products on the shelf are no longer considered fit for purpose. Studies coming out report that children are getting hooked on sugar thanks to the poor labeling on baby and toddler snacks, and the misleading labeling on things like vegetable purees, which can often be mostly fruit.”

“So there is a huge opportunity to support parents by providing better quality products,” Baron affirms.

Making Mamamade
Parents are now looking for convenient options whose ingredients align with their personal beliefs and preferences, and personalized, hybrid services that offer more than just consumable products.

“We are innovating in how baby food is traditionally produced – moving away from long-life, highly processed purees to flash-frozen ‘homemade food’ that offers real convenience without compromise,” Baron continues.

“And we have a particular interest in supporting parents – with community, resources and 1:1 coaching. This all resonates with the modern parent, who are no longer looking for the ‘quick fix’ of a puree pouch, but something that can be a real support system for them.”

She says each ready meal is made by trained nutritionists who make sure each meal is balanced and caters to children’s nutritional needs. Meal plans are specifically designed to suit children’s development milestones, and support the weaning process in young kids.Infant nutrition is an evolving category, and parents are looking for more convenient options they know are safe for their children.

Rise of the ready meal
In the past, ready meals have received a negative reputation for being unhealthy and filled with processed ingredients. However, new product innovation and marketing have driven a cultural shift toward viewing ready meals as convenient and healthy sources of nutrition for those of all ages.

In October, Innova Market Insights identified ready meals as a rising phenomenon on the market, as consumers crave more personalized and convenient options. 

Additionally, there has been a growing interest in healthy infant and toddler foods and snacks that go beyond formula. Parents are becoming more conscious of what they feed their children and are looking for ways to deliver health-boosting ingredients in a child-friendly way. In particular, parents are looking for personalized nutritious meals for their children. 

But what does Mamamake?
Mamamade’s range includes more than 40 meals and snacks, both pureed and solid, sweet and savory, made from over 80 different ingredients. The products include a sweet potato, blueberry & white bean puree, raspberry coconut & spirulina porridge, red pepper polenta fingers, and pasta & mushroom “meatballs.” 

The infant nutrition brand’s food is entirely plant-based and free from all “big eight” allergens (milk, eggs, peanuts, fish, shellfish, tree nuts, wheat and soya). The service delivers to most of the UK and plans to expand its area of delivery in the future.

Mamamade also makes silicone bowls with suction-cup bottoms to prevent spills, silicone bibs and silicone spoons with wooden handles. 

By Olivia Nelson