Serenity Kids

What Serenity Kids does

Serenity Kids is a privately held, Austin-based baby food company founded in 2016 by co-founders Serenity Carr (CEO) and Joe Carr (President). The company develops and sells nutrient-dense, shelf-stable baby and toddler food products built around a savory-first positioning that explicitly contrasts with the sweet fruit purees dominant in the category. Its core portfolio is organized into meat-based baby food pouches (grass-fed beef, free-range chicken, turkey, bison, wild-caught salmon, and pork), 100% vegetable pouches formulated with organic olive oil and no fruit or added sugar, organic grain-free puffs made from chickpea and navy bean flour, and dairy-free protein smoothies featuring grass-fed collagen. A Grass-Fed A2 Whole Milk Toddler Formula extends the brand into the formula category. Products are formulated to deliver approximately 5g of protein and 5g of healthy fats per pouch with no added sugars, USDA organic vegetables, and rigorous third-party testing for heavy metals and contaminants through the Clean Label Project and SQF Level III-certified production partners.

The company operates a dual-channel go-to-market. Direct-to-consumer revenue flows through myserenitykids.com, which offers a subscribe-and-save subscription at a 15% discount (with an additional 30% off the first subscription order) and free shipping on orders over $65. Wholesale revenue is generated through shelf placement in 20,000+ stores across Target, Kroger, Walmart, Publix, and Albertsons. Supporting revenue mechanics include a tiered rewards program (100 points = $5, scaling to 400 points = $20) and a Give $20/Get $20 referral program. Marketing is concentrated in organic social (Instagram, TikTok, Facebook, Pinterest, YouTube), a content blog (Serenity Scoop), influencer partnerships, email capture, and an annual presence at Natural Products Expo West.

The company is founder-controlled and has raised approximately $63.5 million in disclosed equity funding across rounds from 2019 through 2024, including a $7 million Series A in 2021 and a $52 million growth equity round led by Stride Consumer Partners in March 2024. Competitive positioning is grounded in clean-label certifications (Clean Label Project Purity Award, USDA Organic, Non-GMO, allergen-friendly) and a quality-testing architecture that screens for heavy metals, pesticides, and other contaminants at the soil, supplier, and finished-product stages.

Name

Serenity Kids

Legal name

Serenity Kids

Website

https://myserenitykids.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Serenity Kids is an Austin-based, privately held baby food company that develops and sells nutrient-dense, clean-label pouches, puffs, smoothies, and toddler formula through DTC e-commerce and 20,000+ U.S. retail stores.

Ownership category

akta.pro rank

Product category

Baby Food

NAICS

General Line Grocery Merchant Wholesalers (42441)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Cookies & Crackers (2052)

akta.pro primary industry

Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG)

akta.pro secondary industries

Organic & Clean-Label Baby Nutrition (CRADAEAK), Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF), Specialty & Medical Infant Formula (Hypoallergenic, Lactose-Free, Metabolic) (CRADAEAB), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ)

Keywords

• Baby food products
• Toddler nutrition
• Organic baby pouches
• Shelf-stable baby food
• Clean label baby food

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through own website with subscription model offering 15% discount and one-time purchase options. Products include baby food pouches, grain-free puffs, and toddler formula.
2. Wholesale/Retail Distribution: Products sold through major retail chains including Target, Kroger, Walmart, Publix, and Albertsons. Revenue generated through wholesale orders to 20,000+ store locations.
3. Referral Program: Give $20, Get $20 referral program where existing customers can earn $20 in points for each successful referral.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Serenity Kids manufactures and sells nutrient-dense, shelf-stable baby and toddler food products including meat purees combined with organic vegetables (grass-fed beef, free-range chicken, turkey, bison, wild-caught salmon, pork), 100% vegetable blends, organic grain-free puffs, dairy-free protein smoothies, and A2 whole milk toddler formula. The portfolio is distributed through a direct-to-consumer e-commerce storefront with a subscribe-and-save subscription model and through wholesale partnerships with major U.S. retailers such as Target, Kroger, Walmart, Publix, and Albertsons.

Product overview

Serenity Kids is a baby and toddler food company offering nutrient-dense, shelf-stable products organized into four core product lines: Meat Baby Food Pouches (ethically sourced meats with organic vegetables, 5g protein per pouch), Veggie Baby Food Pouches (100% vegetable blends with olive oil, no fruit or added sugar), Organic Grain-Free Baby Puffs (star-shaped savory snacks made from chickpea flour, 0g added sugar), and Dairy-Free Baby Smoothies (5g protein from grass-fed collagen). The portfolio also includes an A2 Whole Milk Toddler Formula, various Variety Packs bundling products, and Baby Gift Cards. The company positions itself as a clean-label brand emphasizing quality sourcing, protein content, and palate development for babies.

Differentiator

Problem solved

Functional benefit

Products and services

• Meat Baby Food Pouches Shelf-stable savory purees combining ethically sourced meats (grass-fed beef, free-range chicken, turkey, bison, wild-caught salmon, pork) with organic vegetables. Each pouch delivers 5g of protein and 5g of healthy fats. Designed for babies and toddlers 6 months and older.
• Veggie Baby Food Pouches

Quantifiable outcome

• 5g protein per pouch = 40% of baby's daily protein needs
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor and core.

• TerraCycleminorOthersPartnership allowing customers to request free pre-paid shipping labels to mail back empty pouches for recycling through TerraCycle's program.
• Clean Label ProjectcoreOthersThird-party certification organization that tested Serenity Kids products for over 200 contaminants including heavy metals, pesticides, and toxins, awarding the Clean Label Project Purity Award.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Beech-Nut Nutrition: Beech-Nut is a long-established baby food manufacturer selling jars, pouches, cereals, and snacks across U.S. retail. It is a broad incumbent whose pouch range overlaps with Serenity Kids' core meat and veggie SKUs.
• Gerber (Nestlé): Gerber, owned by Nestlé, is the dominant mass-market baby food brand across pouches, cereals, formula, and snacks. It competes broadly with Serenity Kids on shelf and increasingly in the clean-label segment via its organic sub-lines.

Emerging players

• Tiny Organics: Tiny Organics offers organic, plant-forward meals and snacks for babies and toddlers via DTC and retail. It is an emerging clean-label peer with overlapping protein/veggie-led positioning but a smaller footprint than Serenity Kids.
• Sprout Organic Foods: Sprout Organic makes organic baby food pouches, snacks, and meals focused on clean ingredients. It is an emerging direct competitor with overlapping pouch formats and similar clean-label parent targeting.

Direct peers

• Yumi: Yumi is a baby and toddler nutrition brand offering fresh, organic meals and pouches primarily through a DTC subscription model. It overlaps directly with Serenity Kids on clean-label positioning, age-appropriate nutrition, and subscription GTM.
• Little Spoon: Little Spoon delivers fresh, organic baby and toddler meals on a subscription basis and has expanded into broader kids' nutrition. It competes head-to-head with Serenity Kids for the same premium, health-conscious parent.
• Once Upon a Farm: Once Upon a Farm produces organic, cold-pressed baby food pouches and smoothies sold via DTC subscription and retail. It is the closest direct competitor to Serenity Kids in the clean-label, protein- and veggie-led pouch category.
• Plum Organics: Plum Organics makes organic baby food pouches, snacks, and toddler meals sold through major U.S. retailers. It is a direct shelf competitor with overlapping product formats and a similar organic, clean-label proposition.
• Earth's Best Organic: Earth's Best Organic is a long-standing organic baby and toddler food brand sold across U.S. grocery. Its pouch, snack, and formula ranges compete directly with Serenity Kids across both retail and DTC channels.
• Happy Family (Happy Baby Organics): Happy Family/Happy Baby is an established organic baby food brand with pouches, snacks, and toddler products sold widely in U.S. retail. It is a direct shelf competitor and a more mature analogue of Serenity Kids' clean-label, organic positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCMBgRm2M7vnw-eMJl3uY9rQ
• Facebookfacebook.com/myserenitykids
• Instagraminstagram.com/myserenitykids
• TikToktiktok.com/@myserenitykids
• Pinterestpinterest.com/myserenitykids
• Xx.com/myserenitykids
• LinkedInlinkedin.com/company/myserenitykids

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Serenity Kids