Serenity Kids
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.
- Company typePrivate
- Founded2016
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Serenity Kids firmographics
Firmographics- 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
Serenity Kids industry classification
Industry- 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
Where Serenity Kids is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Serenity Kids business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- 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.
- Referral Program: Give $20, Get $20 referral program where existing customers can earn $20 in points for each successful referral.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | One-time purchase price per pouch |
| Subscription | Monthly | Subscription price per pouch |
| Other | One time/ perpetual license | Gift Cards |
| Other | Pay-as-you-go | Rewards Program Points |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
Serenity Kids product offering
Product offeringCore 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
Companies that use Serenity Kids
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles1 record
Serenity Kids technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Serenity Kids partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- TerraCycleminorPartnership allowing customers to request free pre-paid shipping labels to mail back empty pouches for recycling through TerraCycle's program.
- Clean Label ProjectcoreThird-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
Serenity Kids competitors and assessment
Company assessmentBroad 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
Serenity Kids social profiles
Digital presenceSerenity Kids compliance and trust
Trust signalCompliance5 records
Serenity Kids financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serenity Kids leadership team
Management profileNumber of profiles
Profiles2 records
Serenity Kids funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serenity Kids M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serenity Kids
What does Serenity Kids do?
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.
Is Serenity Kids a public or private company?
Serenity Kids is a private company. It is classified as private equity controlled and is currently operating.
When was Serenity Kids founded?
Serenity Kids was founded in 2016. It employs 11 to 50 people.
Where is Serenity Kids based?
Serenity Kids is headquartered in Austin, United States, in the North America region.
How does Serenity Kids make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Retail Distribution and referral Program.
Who are Serenity Kids's main competitors?
Broad incumbents on record are Beech-Nut Nutrition and Gerber (Nestlé). Emerging players are Tiny Organics and Sprout Organic Foods. Direct peers are Yumi, Little Spoon, Once Upon a Farm, Plum Organics, Earth's Best Organic and Happy Family (Happy Baby Organics).
Does Serenity Kids have an API?
No public API is recorded for Serenity Kids.
What industry is Serenity Kids in?
Serenity Kids's product category is Baby Food. Its primary akta.pro industry code is CRADAEAG, Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen), with a secondary code of CRADAEAK, Organic & Clean-Label Baby Nutrition. Its NAICS code is 42441 and its SIC code is 2030.