Highlight Showcase: Little Spoon & Nunona

Highlight Showcase 2025: Buy, Buy Baby featuring Little Spoon and Nunona

What you’ll learn

• Parents buy on trust and transparency; kids drive trial through taste and experience.
• Winning in kids and baby means testing with the right household cohort, not generic adults.
• Showcase-grade brands pair founder intuition with continuous consumer feedback loops.

Episode transcript

Intro

Calista Corley, CRO at Highlight: Hello everybody. Welcome to Showcase. Thank you so much for joining us today. I'm Calista, the Chief Revenue Officer here at Highlight. I am joined with two incredible insights leaders who are here to represent impactful brands and talk to us today about innovation in the parent and child. We're gonna start it out with some introductions.

Steve Wolf, Director of Consumer Insights at Little Spoon: So I'm Steve. I'm the Director of Consumer Insights at Little Spoon. We are..
Calista: Little Spoon.
Steve: You have little spoon.
Calista: Yes.
Steve: So you know all about Little Spoon?
Calista: Yes. I am one of your customers.

Steve: Our task is breaking the, well, you know, focusing on kids food, baby, and kids food, basically.
Calista: Amazing. Okay. Thank you for being here, Steve.

Krista Krista Maas de Villiers, founder & CEO at Nunona: Yes. I'm Krista. I am the founder and CEO of Nunona. Nunona is a real food pre and postnatal vitamin. So we focus on the field of nutritional programming from conception until the baby is two, filling mom's needs during this programming window for baby.

Discussion Points

Innovation in Parenting Products

• Calista: What made you so excited to found this incredible company?
  Krista: I actually think felt the gap.
  Calista: Consumers, including myself as a mom of three, I don't think we realize what's truly in the supplements that we're taking or the gap that potentially exists.

Gaps in Nutrition

• Krista: When I was the consumer, I was like, great, this is what I wanna do. Looking for the products, couldn't find the right products that met the standards, that I had, and initially just became very frustrated.
• Calista: Yeah, that's great. Thank you. And congrats again for such an incredible success you've had.

Trends in the Baby Food Sector

• Steve: I mean, parents are in this space. I mean, they want the absolute best for their children.
• Krista: People are having less babies and are able to focus more on what they're doing for each one.

Consumer Relationships

• Steve: There's a convenience play with being DTC, right? There's the human connection side where we have that direct relationship with our consumers.
• Krista: I think what a lot of brands get wrong is it's sexy to be in retail. And to say, look, we're here and we're there.

Future Goals and Expansion

• Krista: Our goal is that we're gonna be expanding from like a one product, eight SKU company, to having multiple products.
• Steve: I think that just continuing to do what we do best is gonna be, at least for the next year, the main goal.

Closing Remarks

Calista: What incredible brands, what incredible insights leaders we have. Thank you, Krista. Everything you're doing at Nunona is so impactful.

Summary

Both brands focus on creating trust and transparency with consumers, especially in the sensitive area of infant and maternal nutrition. As they innovate and grow, they emphasize understanding and meeting the needs of modern parents.