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Pumpkin Organics

Baby food based on nutritional science of the 1st 1000 days.

Germany
Market: Food industry
Stage of the project: Operating business

Date of last change: 23.03.2021
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Idea

Pumpkin Organics is redefining baby food based on nutritional science - more veggies, significantly less (fruit) sugar and a larger variety of healthy ingredients, which provides the foundation for lifelong healthy eating habits. Our products help kids to fall in love with vegetables and reduce the dependency on sugar. Parents are demanding this change and we have a scalable direct to consumer solution, which is also available in 2000 stores.

Current Status

- Listed in over 1900 retail stores in Germany and Austria, including dm & bipa
- Launched 23 products, 7 more coming 2021
- Thousands of happy customers and babies

Market

According to Mintel (2020), the German baby food market is roughly €1 billion in 2020. There are roughly 700,000 babies born each year, and there is a slightly positive CAGR. Equally important, parents are having babies later inlife, thus higher disposable income and nutrition knowledge, German parents usually have 1 or 2 children, thus there is a real ‘my baby must have the best’ mentality, and most importantly, parents are demanding food with less sugar, plant based and functional benfits.
Globally, according to Statista (2019), sales in the worldwide baby food market was $71.4 billion in 2018 and is expected to grow to $98.9 billion in 2024.

Problem or Opportunity

Our world is facing unprecedented levels of nutrition-related diseases. This crisis is affecting not only the health of our kids, but also their happiness, performance, creativity and ability to contribute to society.

One of the contributing factors is that today’s baby food is unfortunately, not teaching (or programming) healthy eating habits. It is often fruit-focused and sweet, leading to cravings for sugar from an early age on, or/ and bland in taste leading to “picky eaters”.

Solution (product or service)

We are redefining baby food based on the nutritional science of the First 1000 Days.
Our products develop the taste palate through a large variety of ingredients and inspired plant-based recipes. We help kids to fall in love with vegetables and other healthy foods, and our products reduce the dependency on sugar and teach babies that not everything delicious needs to be sugar sweet. We want to contribute to the development of lifelong healthy eating habits.

Competitors

Our main competitors are traditional baby food producers and home cooking. Find detailed information about the market in the pitch deck.

Advantages or differentiators

We are purpose driven and driven by the conviction that baby food can be better that it is today. We are plant based, low in fruit sugar, high in vegetables, and consider all touchpoints and the entire lifecycle of our products (i.e. our company and products will be certified climate neutral this year). We educate and inform parents on how to make better decisions, as we are an online first company. That is what makes us different.

Finance

We are a traditional product company, with online and offline revenue streams and very lean people and marketing costs. On average, we sell at a 25% premium to the branded players. In 5 years, we expect to be about 20-30x revenue as now.

Business model

We are a direct to consumer (online) business, which is also available in (offline) retail. Currently, around 2000 stores in Germany and Austria.

Money will be spent on

We are ready to scale, we have proven the market need and fit and thus it is time to invest for growth. We will use the capital for 1) Support sales growth with marketing, 2) Accelerate product portfolio development, 3) Upgrade technology and 4) Strengthen team

Offer for investor

We will discuss directly with potential investors.

Team or Management

Risks

The main risk is that one of the larger players copy us directly one to one and out spends us on marketing.

Incubation/Acceleration programs accomplishment

No

Won the competition and other awards

Semi-finalist (Top 12): German Start-up Association’s Founder of the Year 2021
Winner: Bestes Produkt des Jahres Deutschland 2021 (Best Product of the Year, Germany)
- Winner: Grand Prix mam’Advisor 2020/2021 (Best Product Award, France)
- Finalist: Global Digital Women’s Digital Female Awards 2020
- Winner: Food & Ag Sector, Finalist at Bits & Pretzels 2020: https://youtu.be/w6RX_xAb2Jk
- Winner: Entrepreneurs Choice Award: SVE Demo Day 2020
- Winner: INSEAD Entrepreneurship Forum 2020 - Entrepreneurship as a Force for Good - pitch competition
- Finalist: Slingshot 2020 Top 100 Global Start-ups

Photos

Photo 1 - Baby food based on nutritional science of the 1st 1000 days.
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Idea
Current Status
Market
Problem or Opportunity
Solution (product or service)
Competitors
Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
Offer for investor
Team or Management
Mentors & Advisors
Lead investor
Risks
Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
Photos
Product Video