Highlight Spark: Kid-Tested, Parent-Approved: Building Better Products for Parents and Kids

Automated Webinar Transcript

Dilara Sharifi: Hello everyone and welcome to Highlight Spark. My name is Dilara Sharifi and I'm a Strategic Accounts Director here at Highlight. I am so excited to be moderating our next session titled, kid Tested Parent Approved Building Better Products for Parents and Kids. I am thrilled to be joined by two incredible panelists, Sydney Perotti, Senior Consumer Insights Manager for Once Upon a Farm, and Janette Villalobos, Senior R&D Director at Frida. First and foremost, welcome to you both and thank you so much for joining us today. Let's start with some thorough introductions, Janette and Sydney. Could you each tell us more about Frida and Once Upon a Farm and the company's mission and vision? Janette, why don't we start with you?

Janette Villalobos: Sure! Thank you for inviting me to be a panelist today. I work at Frida, and we are the solution-based brand that parents call in the middle of the night when their kid is screaming. Our mission is to prepare parents for the unfiltered realities of parenthood. We are a diverse team facing the same challenges as our own families, which informs our approach to product development.

Sydney Perotti: Hi, I'm Sydney. I'm the Senior Manager of Consumer Insights at Once Upon a Farm. Our mission focuses on childhood nutrition and providing parents with easy access to healthy food options. Our founder, Cassandra, started this journey when she struggled to find suitable baby food and decided to create her own. We've made significant progress in childhood nutrition thanks to our collaboration with experienced leaders in the industry.

Dilara Sharifi: Awesome. Thank you for that intro to Frida and Once Upon a Farm. I’d love to understand how each of your company’s missions influences their approach to product development. Sydney, maybe we can start with you.

Sydney Perotti: Our mission shapes everything we do in product development. We focus on using the cleanest ingredients possible and maintain transparency with our parents. We offer organic certifications and conduct heavy metal testing in our baby food, addressing current concerns pertinently.

Janette Villalobos: At Frida, we solve age-old parenting problems with simple solutions. My own experience as a parent shapes our product development. For instance, our vapor rub was designed to eliminate the mess that comes with traditional applications, and it directly stems from addressing parents' real challenges.

Dilara Sharifi: That holistic view is admirable. Janette, how does Frida’s mission influence its R&D process?

Janette Villalobos: We leverage our collective wisdom to create products rooted in actual parent experiences. Testing and validation are crucial steps to ensure the solutions we produce genuinely meet the needs of parents and children.

Sydney Perotti: At Once Upon a Farm, we recognize the unique challenges of catering to both parents and children. Developing products that resonate with both groups requires a balanced approach to flavor, presentation, and nutritional value.

Dilara Sharifi: There seem to be parallels in your experiences. With the complexities of consumer behavior and preferences, how do you ensure your gatherings reflect real consumer feedback?

Sydney Perotti: We actively involve R&D in our development process and gather insights from consumers during focus groups to understand their preferences and expectations. This information is invaluable for product innovation.

Janette Villalobos: Similarly, we believe in a comprehensive testing approach that includes technical and consumer feedback. Internal studies lead the way, but real-life scenarios often provide the most robust insights.

Dilara Sharifi: Let’s shift focus to product development as a science. What’s your perspective on balancing scientific rigor with creative innovation?

Janette Villalobos: I advocate for a 50/50 approach. Our innovations are grounded in science, informed by collaboration with pediatric experts, while also ensuring the usability and simplicity of our designs.

Sydney Perotti: I agree. Achieving product safety and nutritional integrity through R&D is complementary to creating enjoyable products for children. This balance facilitates a wider appeal for both parents and kids.

Dilara Sharifi: As we approach the end of our conversation, what do you both find most rewarding about your work?

Janette Villalobos: It's incredibly fulfilling when parents share how our products have significantly improved their lives. Seeing them find joy and relief in our solutions is why I love my job.

Sydney Perotti: I appreciate elevating the consumer voice in our discussions. Gathering genuine insights leads to products that resonate deeply with families, fostering a positive relationship between our brand and consumers.

Dilara Sharifi: As we consider the current macroeconomic climate, what advice do you have for other CPG brands?

Janette Villalobos: Diversifying our supply chains has been crucial. We model different scenarios to build resilience in light of current challenges, ensuring we deliver quality products on time.

Sydney Perotti: We're monitoring changing consumer behavior closely, particularly how shopping habits evolve across different income levels. Understanding these shifts allows us to adapt and maintain our relevance in the market.

Dilara Sharifi: Thank you both for sharing your insights and experiences. It’s been a fulfilling discussion, and I appreciate your time! Let's continue to support parents and kids with meaningful products.