Serenity Kids on creating global cuisines for the next generation of foodies
“The current investment landscape is pretty dire, so our ability to attract this financing and partnership validates our differentiation, mission and growth potential … We are profitable and were not seeking to raise funds, but when we met the Stride team, we immediately connected with them and appreciated their approach to building strong sustainable brands,” Joe Carr, co-founder and president, said in a statement.
The company grew 71% YoY revenue between 2022 and 2023 thanks to its product quality and nutritional differentiation. Although the company was not seeking to raise funds, the Series B funding, led by growth-equity investment firm, Stride Consumer Partners, will be used across Serenity Kids’ marketing, talent acquisition and product innovation initiatives.
'Simple recipes that taste homemade'
Serenity Kids sets itself apart in the children's food category through its globally inspired homemade-style recipes made with a “balanced macronutrient profile that puts meat protein at the forefront,” along with a variety of flavors, ingredients and textures to "help with palate development for little ones as early as six months," Carr told FoodNavigator-USA.
The company, founded by husband-and-wife duo Serenity and Joe Carr, features a portfolio of baby food pouches in five lines: World Explorers, Dairy-Free Smoothies, Ethically Sourced Meats, Organic Savory Veggies and Purees with Bone Broth, in addition to zero-sugar Grain Free Puffs and A2 Whole Milk Toddler Formula.
For its 3.5 ounce baby food pouches, the brand offers a variety of flavors including Coconut Curry with Chicken, Wild Caught Salmon Teriyaki and Grass-fed Beef Chimichurri that contain five grams of both protein and healthy fat and includes USDA-certified organic vegetables, organic herbs and spices and meat sourced from regenerative farms.
Each recipe is intended to mimic the macronutrients in breast milk with a balance of protein, fat and carbohydrates, while aligning with dietary guidelines for infants and children, “which recommend healthy fats, animal products for iron and protein, adequate servings of vegetables and limiting sugar intake,” Carr elaborated.
According to the 2020-2025 Dietary Guidelines, meat, poultry, eggs, seafood, nuts, seeds, and soy products are also important sources of iron, protein, zinc, choline and long chain polyunsaturated fatty acids.
He added, “Across our product lines, babies can be introduced to over 100 different types of whole food ingredients in simple recipes that taste homemade.”
Along with sourcing from farms that practice regenerative agriculture and Land to Market-verified where possible, Serenity Kids’ products received the Clean Label Project Purity Award and Pesticide Free Award, in addition to partnering with Partnership for a Healthier America to include more vegetables for its TerraCycle-recyclable pouches.
Driven by parents who are looking to incorporate a variety of flavors, ingredients and textures in purees for their infants, Carr said that each of the World Explorer’s recipes “are common household interpretations of the dishes used for inspiration, and intended to “expand their palates to reduce picky eaters early on.”
The company relies on its nutritional advisors and its customers’ healthcare providers to provide education on the importance introducing meat and fat early to infants, Carr said.
From a marketing perspective, Serenity Kids works with members of various cultural groups to inform itself of the significance and origins of its recipes and avoid the risk of cultural appropriation.
“Our objective is to celebrate and share the beauty of food form cultures around the world,” Carr added.
