Health and wellness-focused food, which has weathered economic downturns before, is thriving as consumers seek out products with better-for-you ingredients, Once Upon a Farm CEO John Foraker said.
Despite a challenging economic environment, shoppers still aren't cutting back on foods perceived as healthier. Nowhere is that more apparent than in offerings for kids, where companies such as Once Upon a Farm are riding a wave of demand for nutritious and convenient snacks that children and parents alike can enjoy.
Foraker, who co-founded Once Upon a Farm, said consumer demand for better-for-you offerings remains robust even as shoppers are spending less in other areas.
Foraker said interest in health and wellness has shown resilience during economic downturns, and that a “critical mass” has formed among consumers who value the relationship between health and what they eat.
“I'm not seeing any significant shifts away from health and wellness as a result of the economy. Consumers are paying for quality food, and they're continuing to do that, even with all the noise,” said Foraker, who was CEO of Annie’s for a decade before the organic food company was sold to General Mills. “We have seen no evidence of any consumer pullback from our products across really any income cohorts.”
Once Upon a Farm was founded in 2015, and today it makes everything from refrigerated pouches and oats bars to frozen meals and pantry snacks aimed at babies, toddlers and children. It largely caters to millennial and Gen Z parents with foods made without added sugar, preservatives or artificial ingredients.
Slowly, but surely, children's diets are becoming less reliant on ultraprocessed foods. This is creating new opportunities for Once Upon a Farm, which uses minimally processed ingredients.
A 2017 study found moms prioritize nutritional value — followed by taste and familiar ingredients at a low price — in the foods they buy for their children. They are more likely to purchase organic products for their kids than for themselves, and six in 10 work to limit the amount of sugar their children eat.
Once Upon a Farm, which also counts actress Jennifer Garner as a co-founder, went public in February..
The children's nutrition company said it is seeing a surge in sales as consumers gravitate toward products with natural and recognizable ingredients.
During its first quarter earnings report, Once Upon a Farm reported that sales surged 44% from a year earlier. The company also raised its net sales outlook for 2026 to between $313 million and $323 million, versus a prior range of $302 million to $310 million.
Foraker said the business “got stronger” through the quarter as consumers’ penchant for health and wellness intensified.
The company regularly discusses bringing Once Upon a Farm into the adult space, Foraker said, especially considering that label-reading parents sometimes enjoy the same snacks they give to their children. He said Once Upon a Farm “wouldn’t rule” out moving into the adult food space in the future, but noted it’s currently “not our primary target.”
For now, Foraker said Once Upon a Farm is prioritizing growth among its core audience, while taking advantage of “significant white space opportunities” where its brand could enter. He said the California-based company is looking at lunch boxes and other snacking and meal occasions frequented by kids.
Recently, Once Upon a Farm launched the largest portfolio expansion in its history, bringing the company deeper into today’s health trends that are popular with adults. Last month, it started rolling out smoothies, meat and bone broth pouches that feature ingredients such as protein and probiotics.
”There's just lots of big categories out there that haven't seen a lot of innovation in a long, long time,” he said. “And we think our brand can come in and do some really interesting things that are very relevant to where consumers want to go.”
