Little Spoon, the San Francisco based baby food delivery company, today announced the launch of Blueprint, a new service that sends specific meals to match the nutritional needs of your baby at different developmental stages.
According to Little Spoon Co-Founder, Michelle Muller, Blueprint was launched in response to questions parents kept asking them about the types of food they could feed their babies at different ages. “Parents wanted guidance,” Muller said.
So now, when you go to Little Spoon and sign up for the baby food delivery, you can also answer a series of questions about your child. What is their height and weight? Were they premature? Can they hold their head up? Are they babbling? Etc.
Based on your answers to these questions, Little Spoon suggests meals that are optimized for your child’s particular developmental stage needs. As your baby grows you update your answers so the Blueprint is constantly evolving. And this is not just an example of Silicon Valley thinking it knows best — Little Spoon has a “Nutrition Council” with two pediatricians and a dietician to help with recommendations.
Little Spoon also asserts the benefits of Blueprint go beyond helping inquisitive parents. The company is touting its service with regards to the microbiome and health benefits that extend into adulthood. Not being a scientist, I can’t speak to the veracity of such claims and anyone interested should do their own research.
But the Blueprint also provides a point of differentiation for the company. Now in addition to baby food delivery, which many other players offer, Little Spoon gives you pediatrician-driven feeding advice.
When my child was a baby, I remember being awash in a sea of steamed and pureed carrots and avocados. On the one hand, it would have been amazing to have an authority guide and reassure me that I’m feeding my child proper food. On the other hand, the Blueprint seems to prey on the fears I and other parents have. Suddenly, organic, non-GMO food is no longer enough! Your food needs to be specifically targeted for different developmental stages!
The Blueprint, then, becomes not just a recommendation engine, but a way to fight off churn. Once on it, will nervous parents be willing to jump off before their baby is on to solid foods? Additionally, Little Spoon will have loads of data from parents continuously updating their baby’s profile that will no doubt come in handy.
Little Spoon’s Blueprint launches today across the continental U.S.. There is no extra charge for the Blueprint, and meal plans start at $35 a week.
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