Dive Brief:
- Plum Organics, a maker of organic baby foods, has debuted its long-anticipated Plum Vida line of adult snacks.
- Plum Vida, which is sold exclusively through Target as part of its "Made to Matter" collection, are squeezable pouches of soft blends of fruits and vegetables made for adult tastes.
- In addition, Plum says it is developing a line of soups in conjunction with parent company Campbell Soup.
Dive Insight:
Plum Vida has been in the works for quite some time ... rumors of the product were circulating long before Campbell purchased Plum Organics last year. And the idea feels like a winner. One of the most poorly kept secrets in parenting is that grown-ups tend to fall in love with the tastes of the baby foods they serve their kids. And Plum Organics managed to take that practice out of the closet by combining organic foods with the convenience of its squeezable pouches.