Invest in Square Baby

Allergen Introduction + 100% Daily Nutrition Baby Food Subscription.

$777,914

of a $1,429,999 goal

INVEST

min $100

INVESTMENT TERMS

$8M pre-money valuation Priced Round

$100, $250, $500, $1K, $2.5K, $5K, $10K, $25K, $100K

LEAD INVESTOR

Elliot Begoun Founder, TIG Brands

I've been in the CPG industry for over 30 years. I look for businesses with cult-like followers, great unit economics, capital efficiency, nimbleness, and resilience. Most importantly, I look for backable founders. Square Baby ticks every one of those boxes.

Katie and Kendall combine a deep understanding of childhood nutrition with the empathy of a mom. They know how to connect with their consumer.

The unit economics allow a significant portion of revenue to be reinvested into growth and the short cash conversion cycle support capital efficiency.

I see this as a brand with high growth potential and a limited need for continued fundraising, which means less dilution for me as an early investor.

I am excited by the potential, inspired by the founders, and comforted by the economics.

squarebaby.com

Bend OR

Female Founder Food & Beverage Ecommerce Consumer Goods B2C

Highlights

Subscription Model with Strong Retention of 79%. Strong LTV:CAC Ratio of 5:1

75% Product Margin (50% including shipping) with National DTC Distribution

Proven Concept Serving 100,000+ Meals; Forecasted 12 Month Run Rate $1.1M (not guaranteed)

Experienced Female Founders: SBUX 1st Nutritionist; Genetic Counselor + Healthcare Startup Cofounder

Science-Based Brand Following AAP Recommendations (Allergen Introduction + Balanced, 100% Nutrition)

Tested for Heavy Metals and Winner of Clean Label Project's "Purity Award"

Target Takeoff Accelerator Graduates + Option to Launch in Retail + Online

Founding Members of Michelle Obama’s PHA "Veggies Early and Often" Campaign

Our Team

Pitch

To our knowledge, we are the only baby food brand that is dedicated to food allergy prevention. There could be others that we do not know about.

To our knowledge, we are the only baby food brand that offers 100% daily nutrition and allergen introduction. There could be others that we do not know about.

"Recent research like the LEAP, PETIT, and EAT studies show that introducing allergens early and often may help prevent food allergies. This is why USDA, AAAAI, NIH, AAP and more support introducing potentially allergenic foods like peanuts, egg, and milk as early as 4-6 months. We are proud to be one of the only baby food company offering 8 Top Allergens and an Allergen Introduction Menu including Almond Butter & Banana, Beet Berry, Blueberry Crush, and Hazelnut Pumpkin Pie. We are happy to offer parents a delicious way to introduce several allergens -- as part of their allergen introduction program." -- Katie Thomson MS, RD

We have strong, proven relationships with our national suppliers, organic farms, co-manufacturer, logistics and fulfillment partners.

With strong retention and loyalty, our 5:1 LTV (lifetime value) to CAC (customer acquisition cost) means that for every $1 we spend in digital ads, we make $5 in revenue over the customer lifespan. Because when parents find us, they stick with us. (Metrics based on first 3 years in market.)