Square Baby Raises $1.8M to Expand Nationally and Serve Waitlist of 10,000 Families

Author Image Katie Thomson MS, RD | Cofounder

San Francisco, CA (August 10, 2022) – Square Baby, a trailblazer in science-based nutrition and the only brand offering a customizable meal service for babies that is committed to food allergy prevention and veggie-forward, balanced meals – announces the total raise of $1.8M to expand and serve the quickly growing waitlist of over 10,000 families. In addition to supporting their national expansion, funding will be used to fuel DTC growth, create new eco-friendly packaging, and support a growing team.

Square Baby Puree Meals

“We’ve learned so much from our 1,000 Founding Families. Why they love Square Baby over other brands, what keeps them coming back, what they value, and most importantly - how to consistently exceed their expectations and earn their trust.” says Katie Thomson MS, RD, Co-Founder and CEO.

Square Baby, which launched in 2018, offers customized meal plans that provide 100% of the daily recommended servings of veggies, fruit, whole grains, and protein for each stage of development, from 6 to 12 months, based on both USDA Birth to 24 Guidelines and AAP recommendations.

Their Square Meal System™ has been developed to focus on meeting dietary needs, fostering palate development, and introducing allergens early and often to support food allergy prevention.

Baby Grabbing Square Meal Jar while Sitting in high chair

“Starting small and lean, laser-focused on our regional families meant that we had meaningful interactions with nearly every customer. We gained valuable insights that will be integral to our success at scale.” says Kendall Glynn MS, CGC, Square Baby COO and Co-Founder.

Square Baby has built a capital-efficient, direct-to-consumer model that is sticky and highly scalable. This funding will allow them to scale production and produce enough food to serve their waitlist of over 10,000 families who’ve anxiously awaited the relaunch and expansion.

Square Baby Box with baby food jars stacked

“Every day, eager parents reach out to us in anticipation. Whether they’re returning families desperate to feed Square Baby to their second child after loving our meals and service for their first baby – or new East Coast, Midwest, and Southern families who are excited that we will finally be able to ship to their doorsteps as well. As founders, it’s been excruciatingly hard to keep them waiting. But we believe the wait will be worth it! We are so proud of our new, eco-friendly packaging and equally excited about our new meals that are even more delicious!” continues Glynn.

Square Baby has become a trusted source when it comes to their infant’s health and nutrition – perhaps the most critical food decisions a parent or caregiver will make. They will lean on these trusted relationships and ultra-loyal families as they set their sights on future product lines for the whole family.

Mom holding baby with Square Baby Meal

“We created Square Baby to solve for every pain point we experienced when feeding our own babies. Simply put, we put the baby’s health and the parent's experience at the forefront of every decision. With a focus on science-based nutrition and creating solutions for parents that simplify their lives and remove their worry and guesswork, we feel honored to take Square Baby to the next level and become a trusted nutrition partner to families across the country.” Thomson says.

Founders of Square Baby

For more information on Square Baby, visit www.squarebaby.com.

About Square Baby

Square Baby is the only baby food to offer 100% Daily Nutrition as well as a diverse Allergen Introduction Menu. Harnessing the research behind introducing allergens early and often, which may help reduce baby’s risk of developing common food allergies, Square Baby offers several of the top allergens including milk, egg, soy, wheat, sesame, fish, tree nuts and peanuts.

Square Baby is founded by a registered dietitian and certified genetic counselor who have designed balanced, “Square Meals” from organic veggies, fruits, whole and sprouted grains, various proteins, healthy fats, herbs, and spices. Offering customizable meal plans and a foolproof footprint to achieve a complete daily diet, Square Baby has 21 different complete meals designed for babies 6-12 months or balanced snacks for children and toddlers.

Made in fresh batches for a better-than-homemade quality, Square Meals contain half the amount of sugar and double the amount of protein and healthy fats as most pouches.

Because Square Baby believes that every baby deserves good nutrition, their platform Good Feeds, donates 10 meals to Feeding America for every post shared on social media with @squarebabyfood and #goodfeeds. For more information, please visit: www.squarebaby.com.

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