Mom-founded organic food company Happy Family, New York, NY, has taken transparency to the next level with its new baby food line, Clearly Crafted, offering transparent pouches so parents can see the fresh, organic fruit and vegetable ingredients inside. This move was made with the intention of letting parents know exactly what they’re giving their babies during the earliest stages of life.
 
Designed for little ones four months and up, the Clearly Crafted line features recipes containing wholesome fruits and vegetable purees, including flavors such as Prunes and Mangoes for babies in Stage 1 (4+ months). Stage 2 (6+ months) varieties include: Apples, Blueberries and Oats; Apples, Guavas and Beets; Apples, Kale and Avocados; Apples, Pumpkin and Carrots; Bananas, Raspberries and Oats; Bananas, Sweet Potatoes and Papayas; Pears, Kale and Spinach; Pears, Pumpkin and Passion Fruit; Pears, Squash and Blackberries; and Pears, Zucchini and Peas.
 
The company noted that Happy Family is the first national baby food brand to offer organic fruit and vegetable purees in transparent pouches, and is the first organic brand of baby food to list its recipes directly on the pouch.
 
“If there is ever a time when a consumer wants to know exactly what he/she is buying, it’s when the purchase is for a pure and vulnerable growing baby where every bite goes to growing their body,” explained Founder & CEO of Happy Family, Shazi Visram. “Parents have an innate responsibility to protect their children and ensure they are getting the very best, so it’s our duty to be utterly transparent on every front so that we can make their choices easier and so that they can feel good about them.”
 
Deliberate Design
Reports of mold growing in pouches of GoGo Squeeze Applesauce in 2015 resulted in a nationwide recall, stoking fears about what lurked inside food and snack pouches.
 
Introducing clear packing to the mix, along with simple, recognizable ingredients seemed like a logical move for Happy Family.
 
“We definitely heard from parents that there was a concern in terms of not being able to see exactly what is inside a pouch,” said Ms. Visram, “especially when feeding a small baby.” She said the company’s new product line is aimed to “help alleviate any fears and give parents confidence in what they give their children.”
 
Concern from real parents looking out for their children has been a driving force behind the brand, she said. “Much of our process first comes from ourselves as real moms looking for solutions to everyday life that we ourselves as health nuts feel really good about giving our own children.” In addition to the motherly instincts of company leaders, Happy Family also relies on first party research and extensive R&D to develop recipes ensuring nutrition, taste and quality.
 
Safely Sourced
The company stressed its commitment to sourcing ingredients from organic farms and suppliers. Ms. Visram said finding the perfect ingredients has at times been challenging, but a worthwhile venture to ensure nutritious and clean label products. The brand also regularly audits its suppliers to ensure standards of safety, quality, sustainability and traceability.
 
“While there is increasing demand in the marketplace for organic fruits and vegetables, which helps, we have always been extremely conscientious when choosing our partners based on how they farm the ingredients we select,” she said. “I would say being highly selective can pose a challenge that limits our options, but the flip side is that we source the very best.”
 
Ensuring that these wholesome ingredients will stay fresh on store shelves is another key focus for the company, especially considering its precious audience.

“In terms of development, our utmost concern is developing safe and delicious products. We do stability shelf testing and carefully test pH levels across all our pouches utilizing our deep knowledge of the blended pH of our recipes.” She added that the company conducts rigorous sensory testing for batches of production, in addition to fortifying recipes with vitamin C (ascorbic acid and lemon juice) to ensure the maintenance of safe pH levels.
 
Happy Family’s suppliers and farmers work within the strict criteria set forth by USDA Organic Certification, in addition to Good Agricultural Practices, which includes land assessments, good hygiene practices and traceability, among others.
 
Functional Benefits
Ms. Visram predicted as more consumers are educated on health and wellness they will look for specific, functional benefits from their products, supporting childhood development at various stages of life. She suggested, “parents are starting to demand more, nutritionally, from each calorie, and that there is a growing awareness of age and stage appropriate nutrition for optimal development.”
 
To meet this burgeoning demand, the company developed a range of HappyTot Fiber and Protein pouches that contain organic fiber and whey protein, offering natural whole foods with functional benefits. In addition, Happy Family pioneered the use of chia in its Happy Tot Superfood pouches, providing gluten-free omega-3s and protein. The company also offers Shine pouches for parents and kids, featuring herbs like lavender, parsley and turmeric to provide anti-inflammatory support.
 
“We call this approach our ‘enlightened nutrition philosophy,’ which calls on us to look to nature’s most powerful ingredients to provide age and stage appropriate functionality,” Ms. Visram concluded.