Babies are eating dramatically less baby food now, a third less than 2005, and Beech-Nut’s Andy Dahlen was trying to understand why.
The lightbulb moment came when Andy and his team uncovered a consistent theme around homemade food.
“Homemade is the best that I can do for my baby. I may not know how but that would be the gold standard,” was a typical comment.
We sat with those moms and asked them why they are doing this. It really came down to the control: “I want to know what’s in my baby’s food. A lot of the stuff I see on the shelves has things in there I either don’t know what they are or I don’t put it in when I make it at home, so I don’t want to feed that to my baby.”