More and more parents are placing the emphasis on homemade food and on organic food as regards what they put in their babies’ little pots, for health and for safety reasons.
Currently the market share of organic baby food in France accounts for 5.4% of overall sales (or €45 million). Two challenger players stand out in the baby food market: “Good Goût” and “Baby Bio”.
Other brands, such as “Yooji”, also stand out. A French organic frozen baby food brand, “Yooji” is increasing its brand recognition, in particular by broadcasting advertising films featuring funny and off-the-wall sketches, between midnight and 3am, in order to catch the eye of retailers, but above all to catch the eye of the parents of young children, who are often awake at that time of night.