Smileat
Smileat is a Spanish DTC organic baby food brand selling 100% organic, no-added-salt-or-sugar infant meals, pouches, cereals, and snacks across Spain, France, and Portugal via Shopify e-commerce and a subscription model.
- Company typePrivate
- Founded2015
- HeadquartersMadrid, Spain
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smileat does
Smileat is a Spanish organic baby food company founded in 2015 and headquartered in Madrid, operating as a direct-to-consumer e-commerce brand across Spain, France, and Portugal. The company manufactures and sells a comprehensive portfolio of 100% organic infant nutrition products with no added salt or sugar, organized by complementary feeding age stages (6+, 8+, 10+, and 15+ months). Core product lines include Tarritos (230g pureed meal jars combining vegetables, proteins, and fruits), Pouches and Smilados (100g squeezable fruit/vegetable purees and frozen fruit pops), Snacks (baked Smilitos and spelt cookies), Papillas and Cereales (porridges and breakfast cereals including the TRIBOO sub-brand), Platitos (ready-to-heat prepared meals for 15+ months), nut powders for early allergen introduction, and multigrain teething breadsticks.
The business runs on a Shopify-based DTC storefront with a subscription offering (15% permanent discount, flexible 2/4/6-week delivery cadence) that drives recurring revenue alongside one-off purchases. Distribution is augmented by a retail store locator covering physical partner stores in multiple European markets. Marketing leans on content (blog, complementary feeding and BLW guides, the "Alimentando la Honestidad" podcast) and earned credibility from pediatricians, dietitians, and midwives whose endorsements are prominently featured on the site. Social channels include Facebook, Instagram, TikTok, and YouTube; an email newsletter offers a first-purchase discount code.
Revenue mechanics are unit-based consumer sales priced in EUR (Spain) and Lei (Romania), with a charitable donation product ("Tarrito Donación Venezuela") adding a purpose-driven SKU. The company has raised approximately $4.8M cumulatively since inception across multiple rounds led primarily by impact investor Creas, with participation from Quadia and TECH TRANSFER AGRIFOOD, most recently in June 2021. The company is privately held with no disclosed institutional majority owner and operates with a team of 51-100 employees.
Smileat firmographics
Firmographics- Name
- Smileat
- Legal name
- Smileat
- Website
- https://smileatbaby.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Smileat is a Spanish DTC organic baby food brand selling 100% organic, no-added-salt-or-sugar infant meals, pouches, cereals, and snacks across Spain, France, and Portugal via Shopify e-commerce and a subscription model.
- Ownership category
- akta.pro rank
Smileat industry classification
Industry- Product category
- Organic Baby Food
- NAICS
- Frozen Specialty Food Manufacturing (311412), Frozen Fruit, Juice, and Vegetable Manufacturing (311411), All Other Specialty Food Retailers (445298), Baked Goods Retailers (445291)
- SIC
- Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090), Cookies & Crackers (2052)
- akta.pro primary industry
- Organic & Clean-Label Baby Nutrition (CRADAEAK)
- akta.pro secondary industries
- Baby Purees & Jarred Foods (Fruits, Vegetables, Mixed Meals) (CRADAEAE), Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG), Baby Nutrition for Special Diets (Gluten-Free, Kosher/Halal, Allergen-Controlled) (CRADAEAO), Baby Food & Infant Fruit/Vegetable Products (Purees, Pouches) (AFAKAFAJ)
Keywords
Where Smileat is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Smileat 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, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of organic baby food products through the company's e-commerce website. Products are sold at fixed unit prices with optional subscription model offering 15% discount for recurring deliveries on flexible schedules (every 2, 4, or 6 weeks).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription Plan with 15% perpetual discount |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Smileat product offering
Product offeringCore offering
Smileat manufactures and sells 100% organic baby food products directly to consumers through its e-commerce website and a network of retail partners. The portfolio includes jarred pureed meals (Tarritos), squeezable fruit and vegetable pouches, frozen fruit pops, baked corn snacks, cookies, porridges, breakfast cereals, powdered nuts for early allergen introduction, and ready-to-heat prepared meals for toddlers. Products are organized by complementary feeding stage (6+, 8+, 10+, 15+ months) and contain no added salt or sugar. A subscription service (Suscripción Personalizada) enables recurring deliveries with a 15% perpetual discount.
Product overview
Smileat is a 100% organic baby food brand offering a comprehensive portfolio of products organized by baby age stages (6, 8, 10, and 15 months). The core offerings include Tarritos (pureed meal jars in 230g format), Pouches and Smilados (squeezable fruit/vegetable pouches and frozen fruit pops), Snacks and Cookies (baked corn-based Smilitos, spelt cookies), Papillas and Cereals (porridges and breakfast cereals), Prepared Meals (Platitos for 15+ months), Nut Powders for early allergen introduction, and specialty items like Pancake Mix and Multigrain Breadsticks. Products are characterized by 0% added salt or sugar, 100% organic ingredients, and recipes formulated for complementary feeding stages. The company also offers a Subscription service with 15% permanent discount and a charitable donation program for Venezuela.
Differentiator
Problem solved
Functional benefit
Brands
- TRIBOO: Breakfast cereals product line for toddlers and children
Products and services
- Tarritos Pureed meal jars (230g) containing combinations of vegetables, meats, and fruits for babies from 6 months. Available in varieties such as turkey with vegetables, hake with vegetables, beef with vegetables, chicken with rice and peas, and multifruit blends. Sold to health-conscious parents seeking organic complementary feeding options.
- Pouches y Smilados Fruit and vegetable purees in squeezable pouch format (100g) and frozen fruit pops called Smilados (250g) for babies from 6 months. Includes fruit blends (strawberry-banana, assorted fruits), yogurt-oat pouches, almond milk pouches with various flavors, and fruit-based frozen pops. Targeted at parents seeking convenient, portable organic feeding options.
- Snacks y Galletas Organic snack products including baked corn-based Smilitos (38-48g) in flavors such as plain corn, apple-banana, and strawberry-banana, plus cookies made with spelt flour and extra virgin olive oil in flavors like spelt-fruit and spelt-oat-cacao. Designed for older babies and toddlers as on-the-go snacks.
- Papillas y Cereales Organic cereal porridges (200-300g) and breakfast cereals including 7-cereal porridge without added sugar, gluten-free quinoa porridge, and TRIBOO breakfast cereals with or without cacao. Recommended from 6 months for parents seeking organic, additive-free infant cereals.
- Frutos secos y Tortitas Powdered nuts (100% nuts and peanuts blend, 200g) and pancake mix (125g) designed for early allergen introduction from 6 months. Sold to parents seeking safe, organic ways to introduce allergens to infants during complementary feeding.
- Platitos Ready-to-heat prepared meals (190g) for babies from 15 months, including ravioli with pumpkin and tomato sauce, and macaroni with garden vegetables. Targeted at parents of toddlers seeking convenient organic meal options.
- Smilondas Corn and legume-based baked snacks (25g) for babies from 15 months. Baked not fried, high in fiber and protein, available in carrot and tomato-cheese flavors. Marketed to parents seeking healthier savory snack alternatives.
- Panecitos Multicereales Organic multigrain breadsticks (60g) for teething babies from 8 months. Made with rice, corn, and buckwheat flour with banana and pumpkin notes. Targeted at parents of babies transitioning to solid finger foods.
- Barquillo TRIBOO Chocolate-coated organic wafer sticks (40g) under the TRIBOO sub-brand for toddlers who can manage solid foods. Contains inulin from agave, coconut oil, and tahini. Sold to parents seeking healthier treat options for toddlers.
- Suscripción Personalizada Subscription service allowing customers to customize and receive regular deliveries of their favorite Smileat products with a permanent 15% discount. Customers choose products and delivery frequency (every 2, 4, or 6 weeks). Drives recurring revenue and customer retention.
- Tarrito Donación Venezuela A charitable donation product where customers can purchase a jar of baby food (priced at 2.69 EUR), with the product donated to families in Venezuela. Serves both as a revenue product and as a brand purpose/CSR initiative.
Companies that use Smileat
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Smileat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Smileat partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights3 records
Smileat competitors and assessment
Company assessmentDirect peers
- Holle: Holle is a Swiss organic baby food and formula manufacturer focused on Demeter-quality organic products. Comparable to Smileat in organic credentials, European focus, and complementary-feeding product range, though with a stronger infant formula portfolio.
- Hero Baby: Hero Baby is a Spanish baby food brand (subsidiary of Hero Group) offering jars, pouches, and cereals for infants and toddlers. It is Smileat's most direct Spanish competitor, sharing the same geography, category, and complementary-feeding positioning.
- Ella's Kitchen: Ella's Kitchen is a UK-based organic baby food brand offering pouches, snacks, and meals for babies and toddlers. Comparable to Smileat in organic/clean-label positioning, age-staged product range, and DTC-plus-retail distribution in Europe.
Broad incumbents
- HiPP: HiPP is one of Europe's largest organic baby food brands offering purees, pouches, cereals, and infant formula with organic credentials. It is directly comparable to Smileat in category, organic positioning, and target demographic, but operates at much larger scale across multiple European markets.
- Danone Nutricia (Aptamil): Danone Nutricia is the European market leader in early life nutrition through brands like Aptamil and Cow & Gate, covering infant formula, baby foods, and toddler nutrition. It is a broad incumbent with overlapping product categories and similar target customers, though anchored in formula and mainstream (not strictly organic) positioning.
- Nestlé Baby Foods (Gerber, NaturNes): Nestlé's baby food brands (including NaturNes in Europe and Gerber) offer purees, cereals, and pouches across mainstream and organic lines. It is comparable to Smileat as a broad incumbent in baby complementary feeding with significantly larger scale and retail penetration.
Emerging players
- Piccolo Baby Food: Piccolo is an early-stage organic baby food brand offering purees, pouches, and snacks with Mediterranean-inspired recipes. It is comparable to Smileat in organic, clean-label positioning and European footprint, but with a smaller product portfolio.
- Yumi: Yumi is a US-based organic baby food brand offering fresh, organic purees via subscription. It is comparable to Smileat in organic positioning, subscription-led DTC model, and age-staged product range, though focused on the US market.
- Little Spoon: Little Spoon is a US-based organic baby and toddler food brand offering fresh meals and snacks via subscription. Comparable to Smileat in clean-label organic positioning and subscription DTC motion, but operating in North America.
Regional players
- Alnatura Baby: Alnatura is a German organic retailer and private-label brand with an organic baby food range including purees, cereals, and snacks. Comparable to Smileat in organic credentials and complementary-feeding products, though primarily serving the German-speaking DACH market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Smileat social profiles
Digital presenceSmileat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smileat leadership team
Management profileNumber of profiles
Profiles2 records
Smileat funding detail
Funding detailFunding overview
Funding rounds7 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smileat 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 Smileat
What does Smileat do?
Smileat manufactures and sells 100% organic baby food products directly to consumers through its e-commerce website and a network of retail partners. The portfolio includes jarred pureed meals (Tarritos), squeezable fruit and vegetable pouches, frozen fruit pops, baked corn snacks, cookies, porridges, breakfast cereals, powdered nuts for early allergen introduction, and ready-to-heat prepared meals for toddlers. Products are organized by complementary feeding stage (6+, 8+, 10+, 15+ months) and contain no added salt or sugar. A subscription service (Suscripción Personalizada) enables recurring deliveries with a 15% perpetual discount.
Is Smileat a public or private company?
Smileat is a private company. It is classified as venture growth investor backed and is currently operating.
When was Smileat founded?
Smileat was founded in 2015. It employs 51 to 100 people.
Where is Smileat based?
Smileat is headquartered in Madrid, Spain, in the Europe region.
How does Smileat make money?
One revenue line is on record: direct Product Sales.
Who are Smileat's main competitors?
Direct peers on record are Holle, Hero Baby and Ella's Kitchen. Broad incumbents are HiPP, Danone Nutricia (Aptamil) and Nestlé Baby Foods (Gerber, NaturNes). Emerging players are Piccolo Baby Food, Yumi and Little Spoon. Alnatura Baby is listed as a regional player.
Does Smileat have an API?
No public API is recorded for Smileat.
What industry is Smileat in?
Smileat's product category is Organic Baby Food. Its primary akta.pro industry code is CRADAEAK, Organic & Clean-Label Baby Nutrition, with a secondary code of CRADAEAE, Baby Purees & Jarred Foods (Fruits, Vegetables, Mixed Meals). Its NAICS code is 311412 and its SIC code is 2033.