The Tinder co-founders are investing in a $53 billion food opportunity no one ever talks about

April 12, 2017

As organic and clean eating take over the food industry, one category has remained mostly untouched — baby food.

Now, a new startup is trying to take on industry giants like Gerber with baby food that is more than just goop in a jar.

“Parents don’t know better. They see a jar labeled ‘butternut squash’ and think it’s fresh, like you made it in your kitchen, but it’s just not,” Michelle Muller, Little Spoon’s co-founder and “chief mom” told Business Insider. “It really takes someone to come in and disrupt for them to see the problem.”