Beech-Nut becomes a disruptive force in baby food

摘要

Millennial moms shopping the baby food aisle have recently been met with a new vision: Shelves stacked with premium, honeypot-shaped, clear glass jars displaying the vibrant, rich colors of 100% natural fruit and vegetable purees. Bright orange carrot, deep crimson pomegranate, luscious golden apple, and rich purple blackberry are just a few. It is the vision that drove Beech-Nut Nutrition Corp.'s year-and-a-half-long journey to transform its products and packaging to better meet the needs of today's moms and bring them back to a declining category. (See p. 88 for more on this jar.) According to Andy Dahlen, Beech-Nut's Vice President of Marketing, in recent years, moms have been switching from commercially prepared baby foods to homemade in order to ensure the freshness and nutrition of their babies'food. A drop in the birth rate has also affected the category.