Little Spoon, a direct-to-consumer baby food targeting Millennial parents, is ready to disrupt the industry.

Little Spoon, a direct-to-consumer baby food targeting Millennial parents, is ready to disrupt the industry. According to the brand, “Packaged baby food hasn’t evolved in line with the modern parent,” and to “fill the void” they’re shipping organic baby purees, vitamins, and meals directly to parents at home. YPulse cooking and diets data shows 50% of Millennial parents say they feed their children organic or all-natural food. Little Spoon is also making causes a priority, donating products during the pandemic, and creating a virtual community for like-minded parents to connect. Last year, the startup launched Plates, a new line for toddlers, and they just raised $44 million to grow even more. The baby food market is facing challenges with news of toxic metals in top brands’ products, pushing consumers to look at alternatives, and Millennial parents are embracing baby-led-weaning (skipping purees and instead feeding little ones small pieces of real food). (WSJ)