US children’s food producer Once Upon a Farm is preparing to enter the UK, marking its first move into the retail channel in Europe.
The California-headquartered company said yesterday (22 January) it will conduct a “limited launch” in the country in March, with products to be sold at Whole Foods Market outlets in London.
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Jennifer Garner, co-founder of Once Upon a Farm, added: “After years of promising my UK friends, we are proud to make the jump across the pond.
“Expanding into the UK is a meaningful moment for all of us at Once Upon a Farm as we bring you our fresh, honest approach to kids’ nutrition.”
Just Food has approached the company for further details on its plans for the UK and for continental Europe.
Established in 2015, Once Upon a Farm manufactures baby and children’s products including chilled pouches, oat bars, frozen meals and ambient snacks.
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By GlobalDataIn the US, the company’s products are sold through retailers including Whole Foods, Kroger, Walmart and Target, and are available via a direct-to-consumer service.
The UK rollout follows the company’s decision to postponed its planned US initial public offering.
In November, Once Upon a Farm postponed a planned US initial public offering. The company had filed for a New York listing in September.
Announcing the delay in November, co-founder and chief executive John Foraker said the business had been aiming for an IPO in October but the US government shutdown had “got in the way”.
“Coming out of that we considered a window around the holidays but this past week I decided that we’ll look to 2026 instead,” Foraker said at the time.
Foraker, the former CEO of US food group Annie’s – later acquired by food major General Mills – joined the business as chief executive in 2017, when he was described as a co-founder of Once Upon a Farm.
According to the September filing, Once Upon a Farm reported a net loss of $23.8m for the year ended 31 December 2024, widening from a $17.6m loss in the preceding year.
In the opening six months of 2025 – to 30 June – the net loss was $28.5m, compared to a $4.2m loss a year earlier.
Sales revenue in 2024 amounted to $156.8m, up from $94.3m in 2023.
In the first half of 2025, Once Upon a Farm posted $110.6m in sales, rising from $65.8m in the prior six months.
Losses were also recorded on the operating front.
The company, which uses co-manufacturers, delivered an operating loss of $6.3m in 2024, narrowing from a $15.3m loss.
For the first six months of 2025, losses were $9.2m versus $3.1m.
