LoveMade – the baby food revolution starts here

As a parent, nothing is more important than ensuring your baby is happy and healthy, but navigating the supermarket shelves of baby food is no easy feat. Hidden sugars and tasteless mush are, unfortunately, far from the exception. However, with 100 per cent organic, low-sugar and high-fibre meals and snacks, Danish baby food pioneer LoveMade has made it its mission to reform the world of baby food, making it easy for parents to provide tasty and nutritious food, even when in a rush.

As parents who have followed the news lately will know, far from all baby food products available in supermarkets are as wholesome as they appear. In the recent month, a string of stories has exposed the shockingly high sugar content hidden in products labelled “no added sugar.” Moreover, apart from being high in sugar, many products are created by massive international brands with only the most basic consideration for taste and texture, both vital to developing healthy eating habits in children.

Silvia Wulff founded LoveMade after becoming a mother herself.

In short, the realities of baby food nutrition stand in stark contrast to WHO recommendations. That is exactly what Silvia Wulff, founder of LoveMade and mother of two, has set out to change.

“A lot of products have labels like ‘organic’ and ‘no added sugar,’ but that doesn’t necessarily mean they’re low in sugar. Parents believe these are healthy products – they trust that if it’s on the baby food shelf, it’s a regulated product. But that’s not the truth. That’s the reason I’ve devoted so many years to baby food – challenging the status quo.”

To lead by example, all LoveMade meals and snacks are certified low-sugar (less than 5g per 100g) and/or high-fibre (at least 6g of fibre per 100g). But that does not mean they taste less. Developed by a Danish double-Michelin-star chef, parents might even end up with a bit of food envy. “That’s what drives us,” says Wulff. “Hearing from parents who say, ‘finally, baby food that my little one loves — and I can truly feel good about serving’.”

All LoveMade’s products are developed by the Danish Michelin-star chef Mikkel Maarbjerg.

More sugar than in a Coke

As revealed in the recent BBC Panorama documentary The Truth About Baby Food Pouches, many baby food products far exceed daily recommended sugar intake. Supermarkets routinely stock pouches with up to 15g of sugar per 100g, that is almost 50 per cent more than in a Coke, which has 10.6g.

“That’s shocking in itself!” says Wulff and continues; “LoveMade is currently the only baby food producer in the world that meets WHO recommendations and guarantees a low-sugar nutritional claim authorised by the EU across its entire product line. It’s simply about developing a more balanced product, with less fruit and more nutrient-rich ingredients.”

While working on changing the market from the inside, Wulff also hopes that the increased attention to the subject will induce the EU to introduce stricter regulations for baby food producers, both in terms of what can appear on the packaging and how it is marketed.

Supporting healthy habits from the start

In addition to being low in sugar, high in fibre, and packed with flavour, LoveMade products are thoughtfully developed to support children’s sensory and motor development.

“Danish Michelin-starred chef Mikkel Maarbjerg is co-founder of LoveMade and develops all our recipes in a real kitchen and puts a lot of love into our food, hence the name. Every spice is carefully adjusted. We test, we tweak, and we test again,” explains Wulff. “What really sets us apart is the texture – our meals have more structure than other baby foods. We carefully select the size of each vegetable piece, down to the exact millimetres of a potato chunk. Babies are capable of much more than we think, and motor development is so important in early life.”

To help babies develop these skills, LoveMade’s meals are packaged in a small bowl to encourage spoon-feeding.

Challenging the industry

The full meals in trays were LoveMade’s first product on the market, but the introduction of its low-sugar pouches marked a real breakthrough. “When we launched those, we really felt that we were helping to set a new standard. It’s about taking a stand against the sugar industry and making products that are honest and transparent. We’re not just a baby food company – we’re a purpose-driven brand. We create products to challenge the industry,” stresses Wulff.

To achieve this, the company continues to redefine food categories by offering healthier alternatives to existing products. Soon, a range of high-fibre puffed snacks will be added. At the same time, sales of existing products are growing rapidly, with the company reporting an impressive 46 per cent year-over-year increase from 2023 to 2024. But continuing to expand is no small task when your competitors are multinationals like Nestlé and Danone.

“It’s hard to be a small Danish company going up against those giants,” Wulff admits. “But then you sit down at the end of the year and realise – we’ve sold millions of units of baby food in a single year all across Europe. That’s when it really hits you: we’ve built a brand, and we’re making a difference.”

All LoveMade’s products are certified low-sugar.

Web: www.lovemadeorganics.com
Facebook: lovemadebabymad
Instagram: @lovemade_babymad, Global @lovemade.organics

Facts about LoveMade Organics

Active in 10 markets, including Denmark, Sweden, Finland, and Germany.
Available in 5,000+ stores.
All products are 100 per cent organic, with no additives, added sugar or salt.
All products adhere to the EU standard for “Low in Sugars” products.