Happy Family launches Clearly Crafted range

Happy Family launches Clearly Crafted range

Danone's organic baby food business Happy Family is launching a line of organic baby foods, Clearly Crafted, that come in transparent pouches.

Clearly Crafted will list its recipes directly on the pouch, the company revealed. 

"Parents are looking for openness and honesty from the companies they buy products from, especially for their baby," said CEO and founder, Shazi Visram. "We developed Clearly Crafted with this in mind. We want to share every aspect of the product story, from the farms where we grow our ingredients to the recipes that we use. Parents can feel confident feeding their children, by knowing and seeing exactly what's inside the pouch."

Touting the traceability of its ingredients, Happy Family said it partners with organic farmers that implement good agricultural practices. Happy Family has also launched HappyFarms.com, a website where parents can learn more about the group's suppliers. 

"Today's parents seek clarity and transparency in their purchases for baby, especially when it comes to food. We're proud to share our product details from start to finish," added Visram.

The Clearly Crafted range will comprise of 12 SKUs of organic fruit and vegetable purees for babies four months and older. It will be available at retailers Amazon.com, Babies R Us, Diapers.com, Target and Whole Foods throughout the US for US$1.79.

Click here to see just-food's interview with Happy Family CEO and founder Shazi Visram.