CHALLENGE

Good Feeding set out to tackle a defining health issue of our time : rising childhood obesity and the long-term influence of early taste formation. Parents often face a confusing feeding landscape, especially when babies may give up to ten “yucks” before a single “yum”. With mothers milk’s natural sweetness shaping early expectations, many baby foods rely heavily on apple, reinforcing sugary preferences that can persist for life. Good Feeding wanted to break this cycle by helping parents introduce real flavours, diverse ingredients and healthier habits from the very beginning.

The Go Well programme delivered weekly meals supported by an ecosystem of nutritionists, scientists, paediatricians, analysts, growers and farmers, backed by 24/7 help. The science behind the meals was genuinely innovative. Advanced processing allowed food to retain far more natural goodness than you could achieve at home, resulting in bright, nutrient-rich meals. Importantly, the programme adapted to each child. If a baby struggled with a particular week of flavours, Good Feeding could repeat it to help the child gain confidence at their own pace. The challenge was to build a brand capable of expressing this depth of science and care with clarity, warmth and modernity in a category full of predictable tropes.

APPROACH

We shaped a strategic platform around the belief that good feeding builds good living. This informed the name Good Feeding, positioning the brand as a guide grounded in both science and empathy. Parents were framed as central participants in a wider support ecosystem, strengthened by the weekly delivery rhythm. The visual identity brought these ideas to life through a continuous sprout–spoon symbol, representing growth, nourishment and the loop between expert insight, natural ingredients and daily routines.

The design system championed honesty. Colours referenced real foods rather than pastels, and photography highlighted the vibrancy made possible by the advanced cooking technology. The tone of voice explained the feeding journey clearly, from why babies resist new flavours to how repeated exposure reshapes taste buds. We reinforced the programme’s flexibility, showing how repeating a week supported natural progression rather than forcing pace. The result was a brand expression that felt modern, informed and deeply attuned to parents’ realities.

RESULT

The refreshed brand distinguished Good Feeding from sweetness-driven and sentimental competitors, offering a grounded, intelligent and supportive approach. Parents responded strongly to the clarity of the programme, the practicality of weekly delivery and the reassurance of being able to repeat flavour stages when needed. Healthcare professionals valued the scientific foundation, the nutritional integrity of the meals and the alignment with child development.

The United States pilot saw strong engagement, with families and professionals noting both the quality of the meals and the confidence created by the ecosystem behind them. This momentum has positioned Good Feeding for international expansion, supported by a proven model integrating science, behaviour and parental support.

KEY TAKEAWAY

Good Feeding shows how purpose, evidence and empathy can reshape early feeding. By addressing sweetness dependency, normalising repeated exposure and using technology to preserve natural nutrition, the programme offers a healthier, more realistic way to build lifelong habits. The weekly delivery model, adaptive repeat-week support and round-the-clock guidance place parents at the centre of a connected ecosystem, driving meaningful impact from the very first spoonful.