Square Baby: Square Baby | Sal

Square Baby, an industry pioneer on the forefront of infant nutrition and food allergy prevention, is using AI to combat old-school thinking and bring awareness to the current science
and benefits of early allergen introduction.

While many of today’s top baby food companies are touting “allergen-free,” Square Baby is doing the opposite and leaning into recent research.

“We are rooted in science-based nutrition, and we will never waiver from that commitment.” says Katie Thomson, registered dietitian, co-founder and CEO of Square Baby. “Therefore, we don’t follow trends or chase fads. We don’t cut corners or sacrifice quality for profit. Instead, we are driven by science in our effort to deliver balanced and complete daily nutrition. We are on a mission to set the next generation up for a lifetime of healthy eating.”

The American Academy of Pediatrics agrees as well. Their new recommendations suggest that parents should introduce allergenic foods starting as early as 4-6 months of age.

“We’re proud to be the only baby food with an Allergen Introduction Menu, offering 8 top allergens. Everything from nuts and fish to dairy, soy and wheat.”

So today, Square Baby is releasing 4 films - each one showcasing a major allergen brought to life. There’s an egg, an almond, a hazelnut and even a salmon. Built for social media, the films leveraged AI software, Midjourney to create the characters. With the characters dialed in, they were then able to take a fun look at how the avoidance of these foods has made these allergens feel. Sunny, the egg, pleads “I’m not a monster.” While Sal, the Atlantic salmon, gets a little vulnerable and states all this avoidance “really hurts my feelings!”

The goal for these videos is to continue raising awareness around Allergen Introduction in hopes of preventing food allergies before they start.