Oh, Baby … And It's All About Organics!

America's littlest consumers—infants and toddlers—are also the purest. More moms intent on keeping them that way are flocking to the freezer or refrigerated case, which until now has been an unlikely place for the baby food choices in the store.

Today, the trend in the baby food aisle is appealing to slightly older, nutrition-sensitive Caucasian moms who gave birth later in life and Hispanics, whose processed foods typically include fewer additives than U.S. foods; the frozen alternative seems worth a price premium to them. They may well share the desire to feed their babies foods without growth hormones, high fructose corn syrup, genetically modified ingredients, synthetic fertilizers, antibiotics, and pesticides.

And why not? Although neither pediatric experts nor federal agencies say organic or frozen organic choices are healthier, it's hard to deny the protective instincts of mothers who continue to see big food scares in conventionally produced consumables.

While the sales numbers are still small, the trend is clear, and demand could well spread to moms in other demographic groups as well. For some moms, the welcome innovation in frozen organic baby foods adds complexity to the store visit by requiring them to compare frozen products with both conventional and organic baby foods shelved in center-store. What to buy, or whether to trial the frozen or fresh varieties, requires that they go to multiple areas of the store.

Last week's Food Marketing Institute and All Things Organic trade shows in Chicago clearly reinforced the trend and sales potential for these new "un-jarred" baby food products as the Organic Trade Association's annual survey was released and reported an increase in sales for organic baby food of 21.5 percent. A walk through the aisles revealed these new choices which preserve the nutrients, colors, and tastes of fruits and vegetables better than other processes:

BABY CUBES - These foods are made from freezing 100% certified organic fruit and vegetable purees into small cubes. Absolutely nothing is added, and their size makes it easy for parents to control the portions their children eat. The cubes can be heated in the microwave or on the stove for easy preparation. There are 21 different fruits and vegetables (Blueberries, Mangoes, Papayas, Golden Beets, Broccoli, Winter Squash - to name a few), and they sell for $4.98/bag. Each bag comes with about 12 cubes, and they deliver anywhere in the U.S. with standard delivery being 2 days. The product is shipped in dry ice to keep frozen. Parents can order Baby Cubes through their website: www.baby-cubes.com.

BOBOBABY - Frozen and pureed, these baby foods are the first age-appropriate, organic, kosher, allergen-free baby food available in the U.S., specifically formulated to omit the top nine allergens - peanuts, nuts, soy, wheat, sesame, dairy, eggs, fish, and shellfish. The BOBOBABY products contain no poultry or meat, nor added salt, sugar, colors, or preservatives. Varieties include: For 6+ months: Apples, Pears, Squash, and Carrots; for 7+months: Lentils & mixed vegetables, Quinoa & vegetables, Millet & Banana, and Apples & Oats; for 9+ months: Chickpeas and Tomato Provence, Amaranth & Pears, Brown Rice Mango Banana, and Vegetable Medley. Delivered direct (www.wellnessgrocer.com) 12 portions per package. Suggested retail price $5.49.
www.bobobaby.com

PLUM ORGANICS - High quality organic ingredients, cooked just right and flash frozen to lock in freshness and nutrients. The food comes in two stages: Real Smooth purees for babies 6 months and older, and More Texture for babies 9 months and older. The purees include Sweet Potatoes, Pears & Apples, and Super Greens (a puree of peas, spinach, and green beans); the chunkier versions are: Super Greens Multigrain (has brown rice and barley), Chicken Whole Grain Pasta, Red Lentil Veggie, Vegetable Stew with Beef, and Banana Peach Rice Pudding. Each box contains two 4-oz same flavor servings and sells for $3-$4 per box. Found in the frozen food section at independent natural food retailers and leading natural food chains nationwide: www.plumorganics.com.

NUMMY NUMS - Created by a chef and new mother, Nummy Nums is made with garden fresh, all-natural ingredients with no added sugar or salt. Each selection is perfectly sautéed or roasted to retain its flavor, color, and nutrients, then frozen in individual portions. Varieties are: Mango Vanilla Puree and Roasted Sweet Potato Puree for six months and up; Strawberry Banana Puree and Sweet Peas with Potatoes and Leek for nine months and older; and Orzo Pasta with Sauce Bolognese and Broccoli with White Cheddar and Quinoa Pilaf for 12+ months. Each box contains 6 servings and sells for $5.95. Available online at www.nummynums.com.

HOMEMADE BABY - Freshly prepared, organic, kosher baby food in convenient, recyclable "grab and go" containers, to help you give your baby a head start toward making smart, healthy food choices for life. Every Homemade Baby dish is hand prepared and slowly kettle-cooked under a chef's supervision. Seconds after leaving the kettle, it's packaged for maximum freshness according to a unique cook-chill process that retains more of nature's nutrients, flavors, vivid colors, and attractive textures. Homemade Baby products are sold refrigerated, not frozen or jarred - making it the only refrigerated baby food, which is quite convenient for busy parents. Homemade Baby features three stages for the developing eater: Stage One (So Smooth) for 6-8 months; Stage Two (Good Mushy) for 9-12 months; and Stage Three (Kinda Chunky) for 12+ months. Homemade Baby has fun flavors like Squapples (pureed squash and apples) and Baby Tex Mex (beans, corn, and carrots) for older babies. All 4 oz. containers retail between $1.39-$1.69 per cup; 4 packs range from $5.49-$5.99.
www.homemadebaby.com

HAPPY BABY – These foods are USDA certified organic, ready in an instant, and the closest thing to home-made, providing a wholesome alternative to processed, jarred baby foods. Not only were they the first to nationally distribute fresh frozen organic baby food that is available in convenient cubes, they have incorporated subtle little herbs and spices like mint, cinnamon, and cardamom in their dishes to broaden a baby's palate that will in turn keep them on a solid path towards better nutrition and eating habits. There are very cool flavors like "baby dahl" and "mama grain" that consist of ingredients like quinoa, red lentils, black beans, and bananas. This is definitely no ordinary baby food (and it is definitely not gray like jarred baby food – it's rich, vibrant colors have retained their nutrients and have not been damaged by heat processing)! There are five packages that have 2 varieties per package that sell for around $4.99 per package. The varieties range from smooth to chunky, and there are 4 to 6 servings per package. Everything is certified organic, and they come in the 1 ounce cubed trays. Available in stores nationwide.
www.happybabyfood.com