Square Baby + Target Takeoff Accelerator!

Author Image Katie Thomson MS, RD | Cofounder

Square Baby Joins Target Takeoff 2020 Baby Cohort

The Target Takeoff Program Management team interviewed Square Baby Cofounders Katie Thomson and Kendall Glynn.  Read the interview below and see why Target selected Square Baby for it's highly-respected accelerator program. 

Meet Square Baby. 

Founders of Square Baby

Target Takeoff: What inspired you to start Square Baby? 

Katie: We created Square Baby® to solve for every pain point we had when feeding our kiddos. 

I’m a Registered Dietitian and Kendall is a Certified Genetic Counselor. We both earned master’s degrees in our fields and have been trained to follow sound research. We see through fear-based marketing and BS claims. 

As moms, we were fed up by the baby food options — many were unbalanced, lacking premium proteins and healthy fats, and misleadingly marketed.  We were not impressed by the sea of uninspiring, shelf-stable, muted flavors that plagued the baby food aisle. And rows and rows of unrecyclable pouches that don’t encourage the important motor development skill of spoon feeding. 

We didn’t want the next generation of babies growing up on so. much. applesauce. 

Babies and parents deserve better. 

We designed the Square Meal System to offer 100% Daily Nutrition — being mindful of the developmental milestones and important nutrients like iron + vitamin C, zinc, biotin, choline, probiotics, omega 3’s, healthy fats, fiber, protein, etc. 

And while most baby food companies are touting “allergen-free”, we are doing the opposite because research shows that introducing allergens early and often can help prevent food allergies from developing by up to 80%! We are proud to be the only baby food company with a comprehensive Allergen Introduction Menu. 

We are on a mission to simplify parents’ lives. To take the guesswork out of feeding baby complete, balanced nutrition. To offer a convenient option for “just like homemade” quality.  To save lives through early allergen introduction. And to set the next generation up for a lifetime of healthy eating by exposing them to a wide variety of organic foods, textures, and herbs & spices. 

target accelerator and Square Baby

Target Takeoff: How did you learn about Target Takeoff and how did you know it was time to consider going through an accelerator experience? 

Kendall: We were lucky enough to participate in the 2019 Natural Products Expo West “Pitch Slam Finals”. And while we didn’t win the pitch, we did get to meet a few members of the Target Accelerator team who were judges and audience members. When the Target Takeoff Baby cohort was announced, we submitted our application immediately. Our fingers and toes were crossed for months as we waited for the decision to be made!  So incredibly honored to have been chosen for this unique opportunity to work alongside some of the best retail experts in the biz. 

Opened baby food jars

Target Takeoff: Who has been instrumental in supporting your idea and why? 

Katie: Kendall and I have each had incredible mentors along the way that have guided and supported us to this point. We are so grateful for the many who have believed in us. But we’d be joking ourselves if we didn’t note that our husbands and children have been the most instrumental in supporting our idea, goals, and future growth.  Without their sincere encouragement and absolute support in us “going for it,” we might have been dragged down by the “mom guilt” that plagues so many working moms. We do this together — as two families that are ALL IN.  And we couldn’t be more thankful for that. 

"As an innovator and category disrupter, we have been selected for the first baby-focused program to work alongside Target executives and experts. We can't wait to share more! We kick off an intense 5-week program on September 28th! Stay tuned..." - Katie and Kendall, founders

Read the full article here.


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