Photo by Garrett Jackson on Unsplash

This startup is helping families to raise healthy babies with a new, better infant formula.

Bret Waters
2 min readFeb 2, 2023

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Baby food is a big business — something like $50 billion worldwide. In North America alone, more than $4 billion annually is spent on infant formula. And that infant formula market is dominated by just two giant corporate conglomerates — Mead-Johnson and Abbott. The two of them together have a nearly 75% market share, with very little incentive to innovate.

Meanwhile, parents today are increasingly interested in foods that are healthy and organic, with natural ingredients. And those parents are increasingly wary of industrial food production. This concern was compounded in 2022 when there was a severe shortage of infant formula in the US because of contamination at a large Abbott factory in Michigan which allegedly caused the death of two babies.

With all of this in mind, an entrepreneur in Southern California (who has two young children herself) has launched a new startup called Healthy Baby, to create innovative new products for parents who care about better, healthier baby food. Healthy Baby’s first product is an infant formula that is plant-based with no soy and no high fructose corn syrup. It’s infused with three superfoods — moringa, spirulina, and sacha inchi — and designed to be far healthier than the big-brand industrially-produced infant formula.

Healthy Baby’s new infant formula is currently available only to a few early customers (sign up here to be one) and will be more widely-available later this year.

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Bret Waters

Silicon Valley guy. Teaches at Stanford. Eats fish tacos.