Gro Gro® 2024: Cold-Pressed, Natural Food For Children

We chat with Malin Bruset, Founder and CEO of Gro Gro®. She reveals all about the goodness that goes into Gro Gro®’s tasty and healthy food for babies.

Tell us about Gro Gro®’s core business .

We offer nutritious cold-pressed and organic food for children which enables them to grow and develop into their best selves. 

We’re building a business and simultaneously instilling core values around honest nutrition. We’re empowering parents when it comes to children and their growth.

Gro Gro® actually promotes home-made meals, and we even have Youtube videos showing parents how to make our recipes from scratch. We realize that not everybody has the time or inclination to do this, so the second best option is buying Gro Gro® products. 

The idea of making healthy food at home from scratch with fresh ingredients goes way further than nutrition. It teaches our children the importance of family time, bonding over food prep and mealtimes.

Transparency is our core business value and our approach to our food is unique. Firstly, we only use full bites of fruit and vegetables, oats and other ingredients – never purees. We blend them together, put them in a pouch and then cold press to remove bacteria and provide a longer shelf-life. 

We use no heat treatment at all in the production process which gives us a really tasty product and also maintains the nutrients and texture.

Where do you source your ingredients?

Because our production methodology is unique, it took us a year and a half to find a manufacturer in Europe. We now have a distributor in the Netherlands and they’re responsible for sourcing the ingredients, which are mainly from local suppliers. Bananas and pineapples are obviously sourced from outside of the EU. 

We’re 100% organic in everything we make!

What steps have you taken to ensure sustainability?

We’ve removed the spout from our products and by doing so, we’ve reduced plastic usage by 50%. We’re also researching alternative packaging solutions which would allow us to reduce plastic usage even more.

Without spouts, how convenient are your products? 

We know that convenience is important for parents. And many view spouts as the ultimate convenience.

However, the WHO recommends children avoid eating with a spout as they create a barrier between the child and the food. The food is eaten “unseen”, and children then tend to overeat and don’t practice their oral motor-skills development. Removing the spout was therefore a decision that best benefited our consumers while also addressing sustainability.

Can people of all ages eat Gro Gro®?

Our initial focus so far has been from the age of six months up, but our products are so tasty that older siblings and parents have been using them as snacks, and even athletes have been consuming them for additional energy. Gro Gro® offers enjoyable products for all age groups.

Do you see yourselves expanding into other food categories?

Yes, absolutely! We’re developing meals for our next product launch which will be during the first half of 2022.  

We’re exploring several other options, though it’s a bit too early to say anything yet. Our customers often come to us with requests for new categories so there’s no shortage of ideas.

Where can we find your products and what’s next for Gro Gro®?

Currently our products can be found in Sweden and Norway and we’ll focus on this market for the next year or two before expanding elsewhere. First and foremost, we really want to grow and consolidate the Scandinavian brand. 

Fresh, cold-pressed food for children is still relatively new here in Scandinavia. It’ll take too long to grow this offering on our own so we actually welcome competition as this promotes better health and nutrition choices.