Piper-Lori Parker is a busy mom using a meal delivery service—for her baby—to make sure he gets the right start in life.
“This is real food. Real vegetables, pureed in a way that I can’t do myself; whole, organic and even local food,” Parker said.
Jennifer Chow is co-founder at NurtureLife.com, one of several start-ups helping fill little bellies.
“Many families today are very busy and want to feed their kids very well, but don’t necessarily have the time to or the desire to grocery shop, prep, cook, etc.,” Chow said.
Supermarket Guru Phil Lempert says this is a trend you can expect to see stick around, explaining, “A lot of these plans are run by chefs, run by young parents, and they’ve gone through this whole experience themselves, so they’re making it easy for the parents and delicious for the kids and nutritious.”
NurtureLife even has a pediatric dietitian developing the recipes it offers. “We are also very strict when it comes to any added sugar, salt, fat," Chow said. "We really focus on making sure our meals are as clean and healthy as possible.”
Lempert said one major force is feeding this trend: “Feeding our kids healthier options. Healthier foods, knowing where our foods come from. What’s the source of our food? The traceability of the food. The healthfulness of the food.”
And families are eating it up.
“We continue to grow, at a very rapid pace,” Chow said..
In most cases, you have to order a plan for one week. The price ranges from $40 to $90, which is more expensive than baby foods you’ll find on store shelves.
But it’s a price that Parker is willing to pay, saying, “It’s worth it for the peace of mind, for the convenience, for the ease of it just showing up at my door.”