French multinational Danone has announced an investment in organic frozen baby food start up Yooji, through its investment arm Danone Manifesto Ventures.
Founded in September 2012, Yooji is said to be aiming to revolutionise baby food by providing frozen portion-sized products that are sourced from organic farms. The firm’s range is claimed to respond to a growing demand from parents for high-quality healthy baby meals which are easy and convenient, yet remain as close as possible to home-cooked meals. The firm currently distributes to over 600 stores across France.
Danone said that the deal was completed in close collaboration with Bledina, the Danone-owned infant nutrition brand.
On completion, Yooji will continue to operate independently, with the development of the business remaining entirely in the hands of its existing management team, Danone added.