Expert take: what makes baby food unique

The business of feeding little consumers is complex and requires going the extra mile. Let us hear from the SIG expert about the building blocks for success in this category.

The growing world of baby and toddler food

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In a category as sensitive as baby food, trust is everything. Parents expect transparency, safety, and innovation when feeding their little ones. In an exclusive conversation, Rana Baydoun-Reckart, Global Senior Channel and Ecosystem Manager at SIG shares her expert insights on building trust, the role of packaging, and the future of the baby food industry.

Let’s take the conversation further…

You have said building trust is crucial but how else can brands connect with parents?
By going beyond the product and engaging with them. Brands can host community events, participate in forums, or create resources that help parents navigate the challenges of feeding their little ones. Sharing the science behind ingredients or explaining new regulations in simple terms can also go a long way in building credibility.

Ultimately, it’s about becoming a reliable partner in their parenting journey – not just a provider of products. When parents feel informed, valued, and supported, they’re more likely to trust and stay loyal to a brand.

In your opinion, what is the role of packaging in this category?

Packaging is always critical in food and beverage, but in baby food, it has to meet higher standards. It needs to fulfill more than food safety to address the needs of both parents and young children. At SIG, we focus on making our packages safe and easy to use for the little consumers. Our child-safe caps for spouted pouches are choke resistant with holes in them. In the unlikely event a child swallows the cap, their breathing won’t be affected.

In a nutshell, I would say packaging plays a vital role in promoting self-feeding in children while ensuring safety at all times, along with providing convenience, affordability, and sustainability for parents.

How can SIG help customers stand out in this market?

SIG helps customers stand out by offering expert guidance and access to cutting-edge solutions. Collaborating with food tech companies and global leaders in ingredients, we deliver tailored innovations for healthier products. With a focus on sugar reduction, enhanced functionality, and the use of natural, sustainable ingredients, SIG drives the development of products that provide added value and resonate with evolving consumer demands.

The baby and toddler food category is full of possibilities but comes with the added responsibility of nurturing future generations. Download the exclusive report to get an in-depth view on how this category is unique. Keep a lookout for more exciting insights on the food and beverage industry. Or subscribe to our monthly newsletter and never miss a story from the SIG blog.

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