Clean label

Low sugar, bitter flavours, grown up tastes: The art of weaning toddlers onto clean eating

By Gill Hyslop contact

- Last updated on GMT

Low sugar, bitter flavours, grown up tastes: The art of weaning toddlers onto clean eating

Related tags: Mamamade, Baby food, Clean label, low sugar

Parents today are as discerning over their choice of foods for their little ones as they are for themselves. However, many snacks and choices on the shelf today come with high levels of sugar and other nasties.

Baby and toddler nutrition is no longer relegated to a branded jar of bland-tasting veggie puree – devoid of taste, lifestyle choices, fortified benefits or style.

However, how can a busy parent – who really doesn’t have time to produce everything made at home from scratch  – ensure their offspring is getting what they are promised?

Mamamade is a UK startup that is built on the ethos that babies need to be exposed to more bitter flavours – such as green vegetables – to learn to like them.

Sophie Baron started Mamamade in early 2020 and has quickly amassed an army of fans, including celebs TV personality, model and businesswoman Lucky Mecklenburgh, singer and TV presenter Rochelle Humes and Bafta award-winning actress Millie Mackintosh.

The company brings in an annual revenue of around £500k from its innovative range of snacks, finger foods and meals, all of which are low in sugar.

Mamamade

The very best

“Mamamade came to life when I started introducing solids to my daughter Liba,”​ said Baron.

“I wanted her to have the very best – everything home-cooked, organic, plant-based, flavourful and healthy – but the reality was that I struggled to keep up with the pace of mealtimes on top of milk feeds.

“I was desperate for help that didn't include breaking open the seal of a store-bought puree. Just a bit of help for those times I was out of creativity, out of time, but not willing to compromise on her health and development.

“The transition into parenthood can be hugely overwhelming. So, I set to work creating a product to help parents like me.”

Baron added, “What Mamamade stands for has always been clear: to share the load and the love. Think of us as your support system, recognising that when it comes to nutrition, wellbeing and beyond, there's no one-size-fits-all.”

We chat to Baron to find more about her ethos around feeding her own babies – how parents can introduce bitter flavours; and is she a proponent of hiding things like vegetables?

The company has also completed a record-breaking funding round​ and created a popular community for parents to share insights, resources, conversations and 1:1 chats.

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