Value proposition

The only baby food offering 100% Daily Nutrition & Allergen Intro. Customized to your baby. Delivered to your door.

Rooted in nutrition science, Square BabyTM is the only baby food that offers 100% daily nutrition customized for your kiddo's specific dietary needs.

Fed up with all the fruit-heavy, sugar-laden baby foods masquerading as balanced meals, Katie Thomson, a Registered Dietitian with a Masters in Nutrition Science, knew she could do better.

She knew how critical the first year was for a baby’s health and how a balanced diet is intrinsically tied to how their brains and bodies develop. Not to mention the long-term effects of taste preference that can impact their health and meal choices for the remainder of their lives. The leading organic options were so packed with applesauce, she feared her baby would grow up craving sweets and denying veggies.

Determined to create a solution to cut through the clutter, the confusion and the mountains of applesauce, Katie created Square Baby.

With Square Baby, each meal is completely balanced and the Square Meal SystemTM delivers 100% of a baby’s daily recommended servings of fruit, veggies, protein, and grains. She even incorporated healthy fats like avocado oil, sprouted grains, lentils and Salba chia, and various protein sources like salmon, egg, and bone broth that were often missing from the leading jars and pouches.

We're also the ONLY baby food company leaning into recent research and offering options with all of the Top 8 Allergens. Because introducing baby to allergens early and often can help prevent food allergies by up to 80%.

We’ve done all the research.
The chopping and the roasting.
The steaming, portioning and pureeing.
But most importantly, we’ve done all the nutrition-based math.
So all you have to do is serve the meals.

Finally, there’s a simple way for parents to offer their kiddos 100% of their daily nutrition. Because we believe balanced meals go hand-in-hand with a balanced life.