SpoonfulOne makes brick-and-mortar debut at Target

The company offers mix-ins, puffs and oat crackers designed to introduce infants to food allergens early.
David Salazar
Managing Editor
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SpoonfulOne, a brand focused on early allergen feeding, is launching its entire portfolio at Target. The Menlo Park, Calif.-based company is bringing its assortment of puffs, oat crackers and mix-ins to 200 of the retailer’s stores and 

SpoonfulOne was started in 2017 and all of its products were developed by pediatric allergist Dr. Kari Nadeau. Since then, the American Academy of Pediatrics and the Department of Agriculture’s feeding guidelines have endorsed allergen introduction around 4 to 6 months of age. Each SpoonfulOne product contains a formula of the 16 foods most commonly associated with more than 90% of food allergies. 

“We are thrilled to partner with Target to make SpoonfulONE more accessible. Our vision is to help more than 1 million children by 2030. Target will help us make this goal a reality,” said SpoonfulONE CEO Greg Shewchuk. “This is not just about bringing PBJs back to schools. It’s about saving lives and keeping children healthy. We want families to enjoy the points of connection and moments of joy that food offers. Target understands the importance of this. They also recognize that parents have growing concerns around infant nutrition and are adapting to accommodate these new demands. This is the perfect partnership for us as we launch into retail.”

The company said the stores stocking SpoonfulOne products include such markets as Dallas, Minneapolis, Chicago, New York and the District of Columbia.