Beech-Nut adopts a homemade style with new baby food line

Dive Brief:

  • Beech-Nut Nutrition Company just launched a new line of 100% natural baby food that includes new flavors inspired by real moms; many experiment with unique flavor combinations and incorporate "superfoods" like pomegranates, chia, and quinoa to boost nutrition.
  • Beech-Nut's new launch came as a response to mothers preparing their own babies' food with all natural ingredients at home, rather than buying the jars of prepared baby food in stores. 
  • The new line doesn't only incorporate different ingredients. It's cooked with indirect heat and packed in glass jars to give it the look of homemade food. 

Dive Insight:

For the new line, Beech-Nut goes far beyond applesauce. Flavors include just sugar snap peas; just mango, apple & avocado; corn, black bean & amaranth; and beets, pear & pomegranate. The food company packs the food in specially designed glass jars with clear labels to allow the colors and textures of the food to come through. It's all just a piece of the new line's branding. Jeff Boutelle, President, Beech-Nut Nutrition, said, "If our jar says just carrots on the label, not only will moms see the bright orange and thicker consistency like the purees they make in their kitchens, the ingredient list verifies that the only ingredient is carrots." 

Beech-Nut is also promoting the new line on its site under the tagline: "This is not baby food: this is real food for babies." It boasts being "closest to homemade" with "just fresh ingredients, simply prepared." But while it may win over moms who want more extensive flavors with the assurance of no added preservatives, it won't win over moms who are also motivated to prepare their own baby's food in order to save money, not when the anticipated price for each 4.25 oz. jar is $1.09.

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Filed Under: Manufacturing Corporate