Name

Square Baby

Legal name

Square Foods

Website

https://squarebaby.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Organic Baby Food

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Prepared soups, stews & chili manufacturing (AFAKAHAJ)

akta.pro secondary industries

Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG), Organic & Clean-Label Baby Nutrition (CRADAEAK), Baby Nutrition for Special Diets (Gluten-Free, Kosher/Halal, Allergen-Controlled) (CRADAEAO), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ), DTC Baby & Kids Food Delivery (AFAIANAL)

Keywords

• Organic baby food
• Baby meal delivery
• Infant meal subscription
• Early allergen introduction
• Baby food puree

Headquarters

HQ city

Orinda

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, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Subscription Meal Plans: Recurring subscription model delivering customized organic baby food meals on a weekly or bi-weekly basis. Customers select meal plans and receive automated deliveries. Plans offer 14, 28, 42, or 56 meals per delivery with the ability to pause, modify, or cancel subscriptions.
2. Individual Product Sales: One-time purchases of individual meals and products including Peanut Powder, gift cards, and individual meal selections from the menu.
3. Gift Cards: Digital gift cards sold in $25 and $50 denominations, plus pre-configured meal boxes at $99 (14 meals), $169 (28 meals), $229 (42 meals), and $279 (56 meals).
4. Affiliate/Referral Program: Affiliate program where partners earn cash commissions for referring customers. Ambassadors earn points for free meals and swag in addition to cash referrals.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Square Baby designs, manufactures, and delivers customized organic baby food meal plans directly to U.S. consumer doorsteps on a recurring subscription basis. Its Square Meal System organizes meals into A (yogurt protein), B (plant protein), and C (animal protein) categories so that any 2–3 meals per day deliver 100% of a baby's daily recommended fruits, vegetables, grains, protein, and healthy fats. Additional standalone offerings include science-based Peanut Powder for early allergen introduction and digital gift cards, with manufacturing using High Pressure Pasteurization (HPP) and per-batch heavy metals testing.

Product overview

Square Baby is a direct-to-consumer meal delivery service offering customized, dietitian-designed organic baby food meal plans. The core product is the Square Meal System, which provides nutritionally balanced meals (veggie-forward, 60% less sugar than pouches, no added sugar/salt/preservatives) that deliver 100% of a baby's daily nutrition. The platform offers a menu of 14+ distinct meal varieties categorized into A (Yogurt Protein), B (Plant Protein), and C (Animal Protein) options. Additional offerings include Peanut Powder for allergen introduction, Gift Cards, the Good Feeds charitable donation program, and an Affiliate Program. Meals are delivered frozen with eco-friendly sustainable packaging. The company also offers wholesale and ambassador programs.

Differentiator

Problem solved

Functional benefit

Brands

• Good Feeds: A giving platform where Square Baby donates 1 meal to No Kid Hungry for every Square Baby meal purchased.

Products and services

• Square Baby Custom Meal Plans (Subscription) A customizable, recurring subscription that delivers dietitian-designed, organic, veggie-forward baby food meals frozen to U.S. consumers' doorsteps on a weekly to monthly cadence. Built on the Square Meal System (A-B-C protein categorization), any 2–3 meals per day deliver 100% of an infant's daily recommended fruits, vegetables, grains, protein, and healthy fats. Plans offer 14, 28, 42, or 56 meals per delivery with the ability to pause, modify, or cancel.
• Baby Food Meals (Menu) The individual organic baby food purees and meals offered on the Square Baby menu, including varieties such as Beet Berry, Mango Coconut Chicken, Apple Rosemary Lentils, Hazelnut Pumpkin Pie, Blueberry Crush, Harvest Feast, Minty Greens, Almond Butter & Banana, and Apple Curry Chicken. Each meal is categorized A (Yogurt Protein), B (Plant Protein), or C (Animal Protein) to support the Square Meal System and is filterable by Vegan, Vegetarian, Probiotics, Omega 3s, Gluten Free, Healthy Fats, Herbs & Spices, and Iron + Vitamin C.
• Peanut Powder An organic peanut protein powder designed for early allergen introduction in infants starting at 4–6 months. Based on the LEAP Study, each tablespoon delivers 2g of peanut protein, and each 10.6 oz bag contains 60 servings (4+ month supply when offered 3 servings per week). Sold as a standalone add-on product through squarebaby.com.
• Gift Cards Digital gift cards for the Square Baby meal program, available both as fixed-amount cards ($25 and $50) and as pre-configured meal boxes priced at $99 (14 meals), $169 (28 meals), $229 (42 meals), and $279 (56 meals). Designed for gifting Square Baby subscriptions and meals to new parents.

Quantifiable outcome

• Early allergen introduction may reduce food allergy risk by over 80%
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• No Kid HungrycoreStrategic or Co-development Partner · 1 September 2023Good Feeds program: For every Square Baby meal purchased, one meal is donated to No Kid Hungry. Customers who post about their experience with #GoodFeeds and tag @SquareBabyFood trigger an additional 10-meal donation. Campaign ran from 9/1/23 through 9/30/23 with maximum donation of $10,000.
• Clean Label ProjectcoreStrategic or Co-development PartnerVoluntary partnership for rigorous independent testing of products for over 400 contaminants including heavy metals, chemicals, plastics, pesticides. Square Baby earned Purity Award and is a Founding Member of the Clean Label Project Baby Coalition, actively shaping industry regulations (California AB 899, Maryland's Rudy's Law).
• Consumer Reports / Unleaded KidsminorStrategic or Co-development PartnerNamed one of 3 'Most Transparent Brands' for heavy metals testing and transparency. Consumer Reports and Unleaded Kids recognized Square Baby for making test results easily accessible versus competitors who require QR code scanning in California stores.
• Straus Family CreameryminorOthersLocal supplier of organic whole milk Greek yogurt used in 'A' protein meals. Provides probiotics, calcium, Vitamin D, and protein for Square Baby meals.
• Renewal MillminorOthersUpcycled ingredient partnership using Renewal Mill's Okara Soy (a byproduct of soy milk production) in baby food products like Hazelnut Pumpkin Pie, reducing food waste.
• Global Animal Partnership (GAP)minorOthersChicken bone broth sourced 100% from Global Animal Partnership certified farms meeting high animal welfare standards.
• Partnership for a Healthier AmericacoreStrategic or Co-development PartnerFounding partner in Veggies Early & Often campaign creating food equity for youngest eaters. Active in advocacy for veggie-forward baby food and nutrition standards.
• Target AcceleratorminorOthersSelected for Target Accelerator 2020 cohort, learning and growing alongside nine other innovative baby brands for retail and scaling guidance.
• Butcher's Bone BrothminorOthersPremium organic, local bone broth supplier providing protein, collagen, and minerals with no added salt for Square Baby meals.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Amara Organic Foods: Organic baby food brand emphasizing minimally processed, shelf-stable baby meals with no added sugar. Direct DTC peer to Square Baby in the clean-label organic segment with similar nutritional philosophy.
• Once Upon a Farm: Premium DTC organic baby food and kids' snacks brand with national retail (Target, Whole Foods). Direct competitor to Square Baby in the organic, veggie-forward, cold-pressed/frozen baby food category with similar science-led positioning.
• Little Spoon: DTC subscription baby and toddler meal delivery service with organic, fresh, customizable meal plans. Closely matches Square Baby's subscription DTC model, dietary customization, and frozen/fresh delivery mechanics.
• Yumi: DTC subscription baby food brand emphasizing organic, nutritionist-designed meals with allergen introduction focus. Direct overlap with Square Baby's LEAP-aligned early allergen introduction positioning and subscription model.
• Serenity Kids: Premium baby and toddler food brand focused on veggie-forward, meat-based meals with no added sugar. Comparable to Square Baby in its veggie-forward, protein-forward nutritional stance and premium pricing.

Broad incumbents

• Happy Baby Organics (Happy Family): Established organic baby food brand owned by Danone, with broad retail distribution across grocery and mass channels. Same target category as Square Baby with much larger scale, broader product range, and incumbent shelf presence.
• Earth's Best: Long-standing organic baby food brand owned by Hain Celestial with national grocery distribution. Operates in the same organic baby food category but at vastly greater scale and with shelf-stable pouches/jarred formats.
• Gerber (Nestlé): Dominant mainstream baby food brand owned by Nestlé with universal retail distribution and the largest marketing budget in the category. Competes with Square Baby at the mass end of the baby food aisle.
• Beech-Nut: Established baby food brand with jarred and pouch products across grocery and mass channels. A direct incumbent competitor in baby purees and meals, with a recently launched 'Naturals' line positioned on transparency.

Emerging players

• Cerebelly: Premium organic baby food brand focused on vegetable-forward nutrition with nutrient-density claims. Comparable to Square Baby's veggie-forward, science-led positioning but with a broader retail footprint including Target.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@squarebabyfood
• Facebookfacebook.com/squarebabyfood
• Instagraminstagram.com/squarebabyfood
• Xx.com/SquareBabyFood

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

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 Square Baby