Our Story

As parents of our own little cub, we were frustrated by the lack of healthy kids snack options at grocery stores...

Just like most families, we get the struggle of wanting to feed your cubs healthy foods when the reality is that they often prefer sugary, processed snacks instead. Children are picky, their tastes change frequently, and if allergies or special preferences are involved, it gets even more complicated. While there are a lot of snacks on the market that claim to be good for your cubs, we all know as parents that not all of these products are.

After we had our daughter, we didn't know where to start when it came to feeding her, and like most parents were lost in the kids aisle of grocery stores. From formulas to teething biscuits, the world of baby food was overwhelming but at the same time limited to the options that our local grocery store presented to us, which weren’t always the healthiest. That's why we set out to build a marketplace that offers unique brands with delicious snacks that put healthy ingredients first.

We love small brands with big standards, especially those created by fellow parents, and we give those brands the opportunity to connect with families looking for better food options

After all, it's not just about solving the struggle of feeding your children—it’s about creating a lifelong relationship between kids & healthy foods.

Ayelet Goldhaber is a registered pediatric dietitian and mother of two who holds a master's degree in clinical nutrition from New York University. She completed her clinical rotations at the Albert Einstein School of Medicine at Montefiore Medical Center and is currently part of the Pediatric Gastroenterology Team at a prominent children’s hospital in New York City.

We work with Goldhaber to ensure that all the products we carry are thoroughly vetted for maximum nutritional value.

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