Bringing Up Baby ...

It was back in 1945, at the start of the Baby Boom generation, when the nation's focus shifted towards the needs of what would become, over the next 19 years, the largest generation ever. 76 million boomers invigorated the Baby Foods category with the demand for a more convenient (and speedier) way to feed these tiny but hungry mouths.

Over this period, baby food brands grew steadily and mirrored the birth rate.

But in 2002, the Centers for Disease Control reported the lowest annual birth rate (13.9 per 1,000 population) since national data first started being reported; continuing a twelve-year decline that began in 1990 and a 17 percent fall off.

Fewer births naturally translate to less baby food sales, but with the change in ethnic composition and the increase in births to older mothers (aged 35-44) the product mix has changed as well.

Of the 4,019,280 U.S. births in 2002, 57.3 percent were reported as White (non-Hispanic), 21.7 percent as Hispanic and 14.7 percent as Black. It's notable that in comparing just one year (2001 to 2002), birth rates of Whites dropped almost one percent, Hispanic births increased by almost 2.5 percent and Black births declined by about the same amount.

Caucasian moms who are slightly older and Hispanic mothers may have a lot in common when it comes to buying Baby Food. The "new" white mom is more knowledgeable (and possibly concerned) about nutrition while typically Hispanic processed foods have less additives. They may well share the desire to feed their infants foods without growth hormones, high fructose corn syrup, genetically modified ingredients and pesticides fueling the only growth subcategory in the sector: Organic Baby Food.

Baby Food brands are changing. While the traditional brands including Gerber and Earth's Best are meeting the trend head on with their organic products there are new innovations in a category that typically was sold in small glass jars.

These days Baby Foods are found in the freezer case – in all shapes and sizes and with more creative (and fun!) brand names like: Baby Cubes, Plum, Nummy Nums, Homemade Baby and Happy Baby and all are organic. Some are in cubes similar to the size of an ice cube while others are in individual plastic cups.

Why frozen?
Freezing actually preserves the nutrients, colors and tastes of fruits and vegetables better than other processes.

Why cubes?
It's all about portion control and moms report that they like being able to control the meal size better in a cube form vs. a jar – and it can be blended with cottage cheese or yogurt and there is less waste. The "cubes" are microwaved in about a minute.

Why organic?
100% organic means no pesticides, synthetic fertilizers, hormones or antibiotics are used in the foods.

BABY CUBES
Basically, the food is 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 it frozen. www.baby-cubes.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 (this 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, White Cheddar and Quinoa Pilaf for 12+ months. Each box contains 6 servings and sells for $5.95. 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
Answering the universal cries of parents everywhere in search of a place to turn for authentic, nutritious, and convenient meal options, the HAPPYBABY line comes to the rescue with the introduction of their fresh frozen baby meals. HAPPYBABY 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 banana. This is definitely no ordinary baby food (and it is definitely not gray like jarred baby food – it's rich with vibrant colors that 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. Check website to find a store near you. www.happybabyfood.com