# Square Baby

Allergen Introduction + 100% Daily Nutrition Baby Food Subscription. 

- Canonical URL: https://wefunder.com/squarebaby
- Entity ID: wefunder:company:101203
- Last updated: 2026-06-06T05:01:24Z
- Generated at: 2026-06-07T03:24:52Z

## Quick facts
- 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

## Active fundraises
- wefunder:fundraise:53773: 4(a)(6) successful (USD)
- wefunder:fundraise:53774: 4(a)(6) successful (USD)

## Story
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, RDWe 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.)

## FAQ
1. **Do you have clinical data to support the claim of preventing food allergy? I have a background in FDA clinical trials and am very curious on this claim.**
   - Hi George, Thank you so much for reaching out with this question! As a registered dietitian with Regulatory Affairs experience during my Starbucks days, I can greatly appreciate this question -- and the importance of making science-based recommendations. At Square Baby, we're proud to be leaders in Early Allergen Introduction. Recent landmark studies like LEAP, PETIT, and EAT show that introducing allergens early (as early as 4-6 months of age) and often (several exposures/feedings per week) ...
2. **what is the exit strategy? if you sell to another big food chain, they will probably start putting sugar in your beautiful products.**
   - Hi Harold, Thanks for reaching out with this question! While we can't predict exactly when and how we'll exit, what I can tell you is that we have 2 key priorities as we grow: (1) maintain/protect our premium brand/quality/nutrition promise best-in-class customer service/experience and (2) do right by our investors -- working diligently to build a capital-efficient, scalable, and profitable business -- working toward a healthy return on investment. If we attract a strategic investment or acqu...
3. **Hi! What was Square Baby's revenue for 2022, and are you on target for your 2023 projections? I also noticed two previous Priced Rounds - what was Square Baby's valuation at the time of those raises? Additionally, when will this campaign be closing? Thank you!**
   - Hi Casey, Thanks for reaching out with your questions! The campaign ends in 7 days (11/17). We'd love to have you join us! Additionally, we will also continue accepting investments outside of Wefunder for accredited investors (minimum check size of $50,000). Reach out to me katie@squarebaby.com if you're interested in exploring that avenue. We are on target with our Customer Acquisition Cost (CAC) as well as Lifetime Value (LTV) goals. And frankly, these metrics are the most important part of...
4. **It's almost criminal how unhealthy the food that is made for children, especially babies, is. This is a much needed product. I have two questions. 1. When will revenue resume in 2023? 2. What is the distribution plan once you're ready to sell products again?**
   - Hi Ben, Thanks for reaching out with your questions. Happy to help! (1) We spent 2022 scaling operations nationally, designing/testing new custom packaging, commercializing recipes with a leading co-manufacturer, and expanding supply chain. We relaunched in March 2022 -- expanding from a regional/West Coast brand to National DTC (direct-to-consumer) distribution. We have seen great metrics around LTV:CAC, retention, AOV, etc. And our customers are begging for more! (2) In 2024, we'll continue...

## Team
- Katie Thomson (CEO)
- Kendall Glynn (COO)

## Q&A
- Q: Do you have clinical data to support the claim of preventing food allergy? I have a background in FDA clinical trials and am very curious on this claim.
  - A: Hi George, Thank you so much for reaching out with this question! As a registered dietitian with Regulatory Affairs experience during my Starbucks days, I can greatly appreciate this question -- and the importance of making science-based recommendations. At Square Baby, we're proud to be leaders in Early Allergen Introduction. Recent landmark studies like LEAP, PETIT, and EAT show that introducing allergens early (as early as 4-6 months of age) and often (several exposures/feedings per week) can help prevent food allergies. Because of the latest research, USDA Dietary Guidelines were updated to recommend: "Potentially allergenic foods (e.g., peanuts, egg, cow milk products, tree nuts, wheat, crustacean shellfish, fish, and soy) should be introduced when other complementary foods are introduced to an infant’s diet." We are careful to not make claims about our specific products preventing food allergies, but instead focus on how we help introduce allergens in your baby's overall diet. Our products are not intended or advertised as a "complete solution" or promise to "prevent food allergies". Instead, we do focus on raising awareness of recent research and recommendations provided by AAP, USDA, NIH, AAAAI, CSACI, etc. Here is a blog we published that adds more insight into the research and recommendations: https://squarebaby.com/blogs/news/preventing-food-allergies?_pos=7&_sid=9a894ddcd&_ss=r Specifically, we write: "Our meals may be a complement to your overall Allergen Introduction offering. They are not intended or guaranteed to treat, cure, or prevent disease or reactions. Speak with your pediatrician or allergist about introducing allergens to your baby, including specific dosages and feeding routines." Please reach out with any other questions! Additional Resources: (1) https://www.dietaryguidelines.gov/sites/default/files/2020-12/Dietary_Guidelines_for_Americans_2020-2025.pdf (2) https://www.aaaai.org/Aaaai/media/Media-Library-PDFs/Allergist%20Resources/Statements%20and%20Practice%20Parameters/A-Consensus-Approach-to-the-Primary-Prevention-of-Food-Allergy-Through-Nutrition-Jan-21-(1).pdf (3) https://www.preventallergies.org/ (4) https://www.nih.gov/news-events/news-releases/nih-sponsored-expert-panel-issues-clinical-guidelines-prevent-peanut-allergy
- Q: It's almost criminal how unhealthy the food that is made for children, especially babies, is. This is a much needed product. I have two questions. 1. When will revenue resume in 2023? 2. What is the distribution plan once you're ready to sell products again?
  - A: Hi Ben, Thanks for reaching out with your questions. Happy to help! (1) We spent 2022 scaling operations nationally, designing/testing new custom packaging, commercializing recipes with a leading co-manufacturer, and expanding supply chain. We relaunched in March 2022 -- expanding from a regional/West Coast brand to National DTC (direct-to-consumer) distribution. We have seen great metrics around LTV:CAC, retention, AOV, etc. And our customers are begging for more! (2) In 2024, we'll continue DTC growth through our successful and capital-efficient, scalable subscription service. And we'll answer customer demand with additional meals and products to add to our current assortment. We're also in conversations with a few strategic brick & mortar and e-comm retailers. This will be a great way for us to test and optimize how we scale in retail -- while also increasing brand awareness among our target customer and offering a lower-barrier trial opportunity. Reach out with any other questions. And Happy Thanksgiving! Katie Cofounder/CEO & Registered Dietitian
- Q: Hi! What was Square Baby's revenue for 2022, and are you on target for your 2023 projections? I also noticed two previous Priced Rounds - what was Square Baby's valuation at the time of those raises? Additionally, when will this campaign be closing? Thank you!
  - A: Hi Casey, Thanks for reaching out with your questions! The campaign ends in 7 days (11/17). We'd love to have you join us! Additionally, we will also continue accepting investments outside of Wefunder for accredited investors (minimum check size of $50,000). Reach out to me katie@squarebaby.com if you're interested in exploring that avenue. We are on target with our Customer Acquisition Cost (CAC) as well as Lifetime Value (LTV) goals. And frankly, these metrics are the most important part of the equation. Building a capital-efficient model with a runway to profitability has been our key focus. Not growth for growth's sake, but instead, we're focused on sustainable, scalable growth with strong margins and unit economics. We anticipate coming in close to our 2023 revenue goals as well. Please share your email and we're happy to share details of our previous equity round's valuations. Note: in 2022, we closed $680,000 (outside of Wefunder) on the same terms that we're offering in this Wefunder campaign. Those funds were primarily used to scale operations nationally, commercialize recipes with an incredible co-manufacturing partner, develop new custom packaging, and optimize our website & subscription experience. This round's funds will be used primarily for growth. We've also secured non-dilutive inventory financing. And a $150,000 loan from Business Oregon. We did not have revenue in 2022 because we were solely focused on scaling operations after successfully outgrowing our commercial kitchen. We couldn't keep up with demand in that facility, so it was time for us to focus on our national expansion, new custom packaging, manufacturing/tooling parts, supply chain, etc. Please reach out with any additional questions. Thanks so much, Katie Thomson MS, RD Cofounder & CEO
- Q: what is the exit strategy? if you sell to another big food chain, they will probably start putting sugar in your beautiful products.
  - A: Hi Harold, Thanks for reaching out with this question! While we can't predict exactly when and how we'll exit, what I can tell you is that we have 2 key priorities as we grow: (1) maintain/protect our premium brand/quality/nutrition promise best-in-class customer service/experience and (2) do right by our investors -- working diligently to build a capital-efficient, scalable, and profitable business -- working toward a healthy return on investment. If we attract a strategic investment or acquisition from a larger food company, they should want to maintain what we've built -- as it's a key differentiator and why our customers are so passionate and loyal. Any company can become fruit-heavy and high sugar. And company can cut corners on quality and nutrition. Only Square Baby delivers on the following Nutrition Promises (including a propriety meal system that offers 100% Daily Nutrition). We're protecting what we've built through IP protection and trademarking. And becoming known for being the 'gold standard' in dietitian-designed organic, fresh meals. Our Nutrition Promise: https://squarebaby.com/pages/our-nutrition-promise Our Story (we're in it for the right reasons -- and won't settle on anything but the best for our customers and investors): https://squarebaby.com/blogs/news/founders-story?_pos=1&_sid=0597158cf&_ss=r Reach out with any other questions! Katie Thomson -- Cofounder/CEO and Registered Dietitian