UK startup metamorphoses into serious contender in BFY baby food space

By Gill Hyslop contact

- Last updated on GMT

Mamamade's better-for-you meal options are organic, plant-based and free from the top 8 allergens. Pic: Mamamade
Mamamade's better-for-you meal options are organic, plant-based and free from the top 8 allergens. Pic: Mamamade

Related tags: Mamamade, Baby food, breakfast porridge, better for you, plant-based, Organic, crowdfunding

Mamamade has closed a record-breaking funding round – bringing its total pre-seed investment to £1.5m – led by founders and execs from Allplants, Made.com, Heals, Design my night, Bulb and Xexec.

This is above an oversubscribed fundraise on crowdfunding site Seedrs. The D2C infant and toddler nutrition brand – which is designed to support today’s contemporary parents – brought in 300% over the original investment target, making it the biggest mover in percentage raised on the platform.

The UK startup was launched in 2017 in a London kitchen by Sophie Baron and her husband Ian. The pair wanted their daughter’s transition to solids to be home-made, organic, plant-based foods, but admitted it was a struggle to keep up the pace of cooking meals on top of milk feeds. So, they set about to fill a gap in the market for convenience-based baby food that was nourishing and still delicious.

Not an easy journey

Although Baron said it hasn’t been an easy journey, the company has experienced phenomenal growth, expanding distribution nationwide in 2020, and now well on track to record annualised revenue of £10m next year.

“As a female founder in the infant and plant-based space, it hasn’t been the easiest journey, as from the outset, the door was shut to a large number of investors,”​ said Baron.

“However, the unprecedented support from our growing community was our inspiration, and in fact, many of them are now investors. We are delighted to have secured the funds to take Mamamade to the next level and bring our mission to a wider number of people in the UK and beyond.”

Its portfolio of nutrient-dense meal options like Sweet Potato & Apple Porridge, Raspberry Coconut & Spirulina Porridge and Spinach & Kholrabi Porridge, among others, are designed by leading nutritionists and meet the strictest organic requirements. Everything is made in a dedicated facility, and all meals are free from the big 8 allergens, including milk, soya and peanuts. 

Beyond this, Mamamade is growing its community (currently standing at over 40,000), supporting them through their parenting journey with one-to-one coaching, online resources and stage guides.

As a tech focused company, Mamamade uses data and community feedback to improve recipes and develop new products.

“All our decisions are based on data, our algorithms and speaking directly to our community. As a result, we had huge success when we launched our toddler range in the summer, and because it was exactly what our customers wanted, it has become one of our main lines. We can now support parents not just in the early stages, but all the way through their journey.​”

The company has also garnered the attention of UK celebrity mums like TV personality & model Lucy Mecklenburgh, singer Rochelle Humes and actress Millie Mackintosh.

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