Why We Started Square Baby | Creating Balance in a High-Sugar Industry

Author Image Katie Thomson MS, RD | Cofounder

Why did we create Square Baby?

To make balanced nutrition a no-brainer. To make 100% Daily Nutrition, 100% easy. To cut through the BS, misleading marketing, and mountains of applesauce that plagues the baby food industry. To create a new standard. To stand for science-based nutrition, premium quality, transparency, and authenticity. To solve for every pain point we felt when feeding our babies. As moms, we demanded better for our babes. And as scientists (registered dietitian and geneticist) we knew we could create a better solution.

Katie Thomson MS, RD - cofounder, CEO, mama of 2 (left); Kendall Glynn MS, CGC - cofounder, COO, mama of 3 (right)

Half the Sugar. Twice the Protein & Healthy Fats.

With half the sugar and twice the protein, fiber, and healthy fats as many pouches, our Square Meal System delivers 100% daily nutrition to your little one. We design and measure our recipes down to the gram to deliver on this promise.

100% Daily Nutrition. 100% Easy.

To make it super simple:

  • Any 2 of our Square Meals per day = 100% Daily Nutrition for an 6-8 month old’s recommended servings of veggies, fruit, whole grains, and protein.
  • Any 3 of our Square Meals per day = 100% Daily Nutrition for an 8-12 month old's recommended servings of veggies, fruit, whole grains, and protein.
We keep it simple for parents.

100% Customizable.

We are proud to offer a variety of protein sources like Chicken Bone Broth, Salmon, Shrimp, Egg, Peanuts, Almonds, Sprouted Green Lentils, Beans, Whole Milk Greek Yogurt, and Upcycled Okara (soy).

Our Square Meal System is customizable for various nutrient needs and preferences. Our website allows you to sort meals based on our meal system. Our A, B, C meals have different protein sources:

  • Our “A” meals have whole milk greek yogurt (vegetarian).
  • Our “B” meals have sprouted green lentils, legumes, soy, or nuts (vegan).
  • Our “C” meals have chicken bone broth, eggs, shrimp, or salmon (animal protein, dairy-free).

Allergen Introduction for Food Allergy Prevention

We also stand by scientific research and AAP recommendations — offering foods for early allergen introduction. Did you know that recent studies have indicated that introducing allergens early and often may help PREVENT food allergies by up to 80%? Square Baby is the ONLY baby food company offering an Allergen Introduction Menu. Learn more about Food Allergy Prevention here and shop our full menu here.

100% Quality and Convenience.

And to add a little balance back into parents’ lives, our meals are organic, made fresh in small batches, and delivered right to your doorstep.

100% Recyclable and Compostable.

Just like you, we care deeply about the environment and the Earth we leave our children. That’s why we’re proud to deliver our organic, frozen meals in a recyclable box with compostable insulation and dry ice. No styrofoam. No cold packs. Our containers and lids are also recyclable, BPA- and BPS-free, and do not contain any additives, fillers, or phthalate plasticizers.

From our Family to Yours

This company is our baby. And we’re so honored to feed yours. We’ve taken every decision to heart — striving to offer the best quality, nutrition, customer service, and experience. Please reach out with any questions or suggestions — DM/follow on social @squarebabyfood or email hello@squarebaby.com.

All our best, Katie & Kendall

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