New mom and advance controlling Angela Sutherland didn’t accept time to absorb hours puréeing candied potatoes and blooming beans for her months old daughter, who was aloof starting to eat solid food. So she absitively to assay the bulk of amoroso in the babyish aliment awash at bounded grocery aliment to acquisition the healthiest option.
What she begin was that abounding babyish foods acquire added than 50% of their calories from bake-apple sugar, putting them in the branch of clutter food. Even abounding of the brands that were organic, and accustomed (and came in nice little pouches) were aerial in sugar, Sutherland explained.
The abrupt acquaintance prompted her to actualize amoebic babyish aliment aggregation Yumi, which she co-founded with above New York Times and Wall Street Journal anchorman Evelyn Rusli. It’s focused on carrying healthy, afresh fabricated babyish aliment to your doorstep so you don’t accept to boutique at your bounded Whole Foods or Trader Joe’s, or absorb hours pureeing candied potatoes and peas.
Yumi’s premise, appear aboriginal to Fortune, is simple: Moms and dads can get babyish aliment that arrives every anniversary by cable via a third-party aircraft company. It affairs to alpha aircraft its aliment in backward spring.
Each confined of babyish aliment comes in a babyish jar, with pairings aural added like article you’d acquisition at your bounded bloom aliment restaurant than in a babyish aliment jar. Options accommodate “broccoli mash,” which includes layers of candied potato, broccoli, apricots, barley and arena Flax seed; and “blueberry chia berry pudding,” which includes blueberries, quinoa, chia seeds, banana, dates, and aureate antibody oil. Yumi additionally adds spices to its blends such as back-scratch crumb or cinnamon.
The startup promises that there is no added amoroso and alkali in its purees, and that all vegetables and fruits are amoebic and locally sourced from California farms, said Rusli. At launch, Yumi will bear to homes beyond California only, but the aggregation hopes to eventually aggrandize nationwide.
While Rusli and Sutherland beneath to acknowledge any prices for the food, they said that they appetite it to be broadly accessible—and not aloof to a babyish elite. According to Rusli and Sutherland, Yumi will be affordable to the boilerplate Whole Foods shopper. The challenge, of course, will be ambience prices that are low abundant to attempt with the Gerbers of the apple because the college amount of amoebic aliment forth with assembly and delivery.
At launch, Yumi additionally aims for its website to be a ability for new parents by accouterment comestible information, and wellness and bloom content. As Rusli explains, Yumi is additionally about “empowering parents” with bigger aliment options and choices.
The startup has aloft several millions of dollars, including from aboriginal Dropbox broker Ali Partovi, Matt Mullenweg, architect of Automattic (the aggregation abaft website software close WordPress), and Philip Krim, co-founder of mattress aggregation Casper.
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Legions of well-funded startups accept approved to accretion absorption in the aliment industry, a about low allowance business bedeviled by huge accustomed companies. But many, decidedly those focused on carrying aliment to your doorstep, accept had a boxy time.
Munchery, a San Francisco startup that delivered able food, has reportedly austere through $120 actor in adventure allotment and is disturbing to break afloat. Blue Apron, which sends its subscribers a box of capacity anniversary anniversary to baker at home, is reportedly putting its aspirations for an antecedent accessible alms on authority as it tries to amount out how to become profitable.
Yumi will face antagonism from a cardinal of companies that already bear babyish aliment including Thistle and Yummy Spoonfuls. And Yumi will claiming giants in babyish articles such as Nestle-owned Gerber, Earth’s Best, and Plum Organics, which all action amoebic babyish aliment in pouches and jars. In 2016, e-commerce behemothic Amazon started affairs its own band of amoebic babyish food, alleged Mama Bear.
Partovi believes that the accessibility of Yumi’s cable and commitment account and its accent on beginning aliment will advice the startup abstain some of the problems others accept faced. For one thing, babyish aliment barter don’t necessarily about-face brands aloof to save a few pennies.
“Parents affliction about their babies’ nutrition, ” he said. “Food consumers are awfully capricious, and that’s a claiming for best aliment startups. But not for babyish food.”
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