Wegmans stores across the East Coast will stock fresh baby coolers from Once Upon a Farm, an organic baby food brand. The baby coolers are insulated and designed to keep Once Upon a Farm pouch colder for longer. They will complement Once Upon a Farm's existing assortment of organic Fruit & Veggie Blends and Dairy-Free Smoothies for toddlers and big kids available at Wegmans.
The cooler rollout will be completed in most stores by the end of Q1 2023.
"Fresh baby food is a fast-growing category, that's fueled by direct-to-consumer brands online. Once Upon a Farm was the first to bring fresh baby food to retail in 2016, and this expansion at Wegmans solidifies our partnership and their commitment as industry leaders to be the destination for the entire family," said co-founder and CEO, John Foraker, in a statement. "Not only does executing fresh baby coolers create convenience and efficiency for shoppers, but it also creates incremental category growth, leading to larger and more profitable baskets. We are in position to continue to lead this initiative because of our years of experience and investment into the program."
Once Upon a Farm plans to introduce its baby coolers in thousands of stores nationally by 2024. The company’s product portfolio has expanded in the refrigerator section and now encompasses the first organic, frozen Plant-Rich meals geared toward encouraging self-feeding.
Last year, Once Upon a Farm debuted their new Advanced Nutrition blends for babies which are the first products to be First 1,000 Day Promise Certified by Clean Label Project.
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