Square Baby

Square Baby

Early Stage

Allergen Introduction + 100% Daily Nutrition Baby Food Subscription

Allergen Introduction + 100% Daily Nutrition Baby Food Subscription


Raised to Date: Raised: $97,789

Total Commitments ($USD)



Start Date


Close Date


Min. Goal
Max. Goal
Min. Investment


Security Type

Equity - Preferred


Series A

SEC Filing Type

RegCF    Open SEC Filing

Price Per Share


Pre-Money Valuation


Rolling Commitments ($USD)



Reporting Date


Days Remaining


% of Min. Goal


% of Max. Goal


Likelihood of Max
Avg. Daily Raise


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Year Founded



Food, Beverage, & Restaurants

Tech Sector


Distribution Model




Capital Intensity



ORINDA, California

Business Type


Square Baby, with a valuation of $8 million, is raising funds on Wefunder. The company offers daily nutrition baby food subscription and allergen introduction. Square Baby is disrupting the sugar-heavy baby food industry with its tested products that help prevent food allergies and 100% balanced, delicious, and easy daily nutrition. The business has a strong subscription model with a retention of 79% and a product margin of 75%. Katie Thomson and Kendall Glynn founded Square Baby in October 2013. The current crowdfunding campaign has a minimum target of $50,000 and a maximum target of $749,999. The campaign proceeds will be used for team, inventory, digital ad spending, ambassador/referral programs, and targeted advertising.

Summary Profit and Loss Statement

FY 2022 FY 2021












Net Income



Summary Balance Sheet

FY 2022 FY 2021




Accounts Receivable



Total Assets



Short-Term Debt



Long-Term Debt



Total Liabilities



Financials as of: 08/15/2023
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Analyst Report



Square Baby offers a balanced, nutritious line of baby food. The company is disrupting the traditionally sugar-heavy baby food industry by offering products that introduce popular allergens and provide 100% of a baby's daily nutrition. The product line includes a variety of fruits, vegetables, proteins, and grains and incorporates healthy fats like avocado oil, sprouted grains, and lentils. The offerings include diverse protein sources like salmon, egg, and bone broth, often missing from leading baby food brands. 

Next Section: Price


Square Baby is raising funds on Wefunder at an $8 million valuation. While the company has a strong product offering, the current valuation seems inflated. Square Baby recorded $0 in revenue in the most recent fiscal year. Considering the early stage of the business and the lack of revenue, it is difficult to justify the $8 million valuation. 

Next Section: Market


The US Baby Food market is estimated to be worth $8.5 billion. The market is witnessing a low growth rate of 3.48%. Despite the low growth, the market potential remains significant due to increasing health and nutrition awareness among parents and the necessity of the product.

Parents today are more conscious about the nutritional needs of their infants and are willing to spend on high-quality, organic, and nutritionally balanced baby food products. This has created a demand for premium baby food products in the market. Square Baby is well-positioned to leverage this trend with its 100% balanced and nutritionally tested baby food products. The market demand is also driven by the increasing number of working parents, leading to a need for convenient and ready-to-eat baby food options. Square Baby's subscription model caters to this need, offering easy and hassle-free access to nutritious baby food. Economic factors such as downturns can impact consumer spending habits, leading to a potential decrease in the demand for premium-priced baby food products.

Next Section: Team


Square Baby was founded by CEO Katie Thomson and COO Kendall Glynn. Thomson has over 14 years of relevant industry experience and holds a Master's Degree in nutrition. She is a registered dietitian and has worked in various food and nutrition industry roles. Glynn has worked as a Genetic Counselor for most of her career before Square Baby. Both founders have a strong understanding of nutrition and the needs of babies, which is crucial for developing and delivering high-quality baby food products.

Thomson and Glynn have participated in the Target Takeoff Accelerator program, which has likely provided them with valuable resources, mentorship, and guidance to grow their business. The team's dedication and participation in an accelerator program demonstrate their commitment to the success of Square Baby.

Overall, Square Baby has a strong founding team with relevant industry experience and a clear understanding of their target market. With only one other employee, the team is very lean, which is appropriate for this stage of development. As the product and traction scale, however, the founders will have to bring on more hires across other, more specialized roles.

Next Section: Differentiation


Square Baby differentiates itself in the baby food industry by offering tested products that prioritize nutrition and prevention of allergen. The company aims to disrupt the sugar-heavy baby food market by providing 100% balanced, delicious, and easy daily nutrition for babies. Square Baby's products have been tested for heavy metals and have received the Clean Label Project's "Purity Award." 

One of Square Baby's key differentiators is its Square Meal System™, which delivers 100% of a baby's daily recommended servings of fruit, veggies, protein, and grains in each meal. The company also incorporates healthy fats like avocado oil, sprouted grains, lentils, and Salba chia and various protein sources like salmon, egg, and bone broth. This comprehensive and balanced approach sets Square Baby apart from leading jars and pouches in the market that often lack these essential nutrients.

That said, Square Baby operates in a very competitive landscape. Some of its notable competitors include Cerebelly, Serenity Kids, Earth's Best Organics, Gerber, Beech-Nut, Happy Baby, Peter Rabbit Organics, and Plum Organics. It may not be enough to offer quality ingredients. Other brands could easily adapt to include other ingredients or get tested for heavy metals. Square Baby is also on the higher end of the price spectrum. The team has yet to prove that parents are willing to pay a premium for the products. The current lack of revenue does not support claims of strong market adoption. Overall, Square Baby has made impressive strides in setting itself apart in a very competitive landscape, but ultimately, whether or not parents agree will be shown through revenue numbers that Square Baby has yet to hit.

Next Section: Performance


Square Baby has gained some traction in the market, serving over 100,000 meals and achieving a retention rate of 79%. That said, the company has experienced negative revenue growth over the past two years, with $0 in the most recent fiscal year, down from $106,819. It is unclear as to why the revenue tanked, perhaps marketing was paused to focus on product development. Regardless, it is concerning that the company has not shown growth or consistent numbers. However, the company has raised a total of $3.54 million in prior funding rounds, demonstrating investor confidence in its business model and potential. 

Next Section: Risk


Square Baby operates in a competitive market with several direct competitors, such as Cerebelly, Serenity Kids, Earth’s Best Organics, Gerber, Beech-Nut, Happy Baby, Peter Rabbit Organics, and Plum Organics. This competitive landscape risks Square Baby's market share and growth potential. While Square Baby offers unique features such as an allergen introduction and a 100% balanced nutrition subscription model, it must continue to differentiate itself effectively and maintain customer loyalty to stay ahead of the competition.

Another challenge for Square Baby is its current financial situation. The company did not generate any revenue in the most recent fiscal year despite having some revenue on the books the year prior. To prove that the product meets a unique need in the market, it is important to see revenue growth or, at the very least, consistency. 

Lastly, Square Baby's valuation appears relatively high compared to its current financial performance. Overvalued can present challenges in attracting new investors and meeting their return expectations. It is important for Square Baby to demonstrate a clear path to revenue generation and profitability to justify its valuation and ensure investor confidence.

Next Section: Bullish Outlook

Bullish Outlook

Square Baby is well-positioned to disrupt the baby food industry with its innovative approach to providing nutritionally balanced infant meals. The company's offering, which includes an allergen introduction and 100% daily nutrition baby food subscriptions, addresses the shortcomings of traditional sugar-heavy baby food products. With a strong subscription model boasting a retention rate of 79%, Square Baby is poised for success.

Specifically, Square Baby's Square Meal System™ sets it apart from competitors by delivering a complete balance of essential nutrients, including fruits, vegetables, protein, and grains. The incorporation of healthy fats and various protein sources not commonly found in leading baby food jars and pouches further enhances the appeal of Square Baby's products. The company's focus on preventing food allergies through allergen introduction aligns with the growing consumer demand for healthier baby food options that introduce infants to various foods.

Furthermore, Square Baby has garnered support from notable investors such as Elliot Begoun, Founder of TIG Brands, and Alfred Plamann, former CEO of Unified Grocers, demonstrating confidence in the company's vision and potential. These endorsements and Square Baby's participation in the Target Takeoff Accelerator program further validate the company's prospects.

Next Section: Bearish Outlook

Bearish Outlook

While Square Baby presents itself as a disruptive force in the baby food industry, it faces significant challenges in a crowded and competitive market. The company's main competitors include well-established brands such as Cerebelly, Serenity Kids, Earth's Best Organics, Gerber, Beech-Nut, Happy Baby, Peter Rabbit Organics, and Plum Organics. These competitors have already built strong brand recognition and customer loyalty, making it difficult for Square Baby to gain significant market share.

Furthermore, Square Baby's financial performance raises concerns. The company reported zero revenue in its most recent fiscal year, indicating a lack of traction in generating sales. Additionally, Square Baby's valuation of $8 million seems inflated, considering its current revenue and market position. With no significant revenue or profitability to justify this valuation, investors may question the company's ability to deliver returns aligned with expectations.

Overall, Square Baby's competitive landscape, financial performance, and valuation raise concerns about its success in the highly competitive baby food industry. Investors should carefully evaluate the company's prospects and future growth potential before making investment decisions.

Next Section: Executive Summary

Executive Summary

Square Baby provides nutritionally balanced meals for babies. The company's primary product is a subscription-based meal system that delivers 100% of a baby's daily recommended fruit, vegetables, protein, and grains. The meals are designed not only to provide complete nutrition but also to help prevent food allergies. 

Square Baby operates in a highly competitive market with established brands like Gerber and Earth's Best Organics. The company's valuation of $8 million is inflated, especially considering that it did not record revenue for the most recent fiscal year. 

Despite these challenges, Square Baby has shown significant promise. The company has served over 100,000 meals and received the Clean Label Project's "Purity Award" for its commitment to high-quality, safe ingredients. It is also a Target Takeoff Accelerator program graduate, which could provide valuable resources and support as the company grows.

While Square Baby is a high-risk investment due to its early stage and competitive market, it also offers high potential returns if it can successfully scale its business and capture a significant share of the baby food market.


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Square Baby on Wefunder 2023
Platform: Wefunder
Security Type: Equity - Preferred
Valuation: $8,001,342
Price per Share: $0.73

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