Imagine being an art teacher turned entrepreneur on a mission to revolutionize the infant formula market. This is the story of Amy Langfield, co-founder of Grow with Iris, a startup dedicated to creating plant-based milk for babies and toddlers. The journey began when Langfield’s daughter, Iris, was diagnosed with severe dairy and soy allergies, prompting Langfield to seek free-from alternatives in a market devoid of options.
In 2017, facing a scarcity of soy-free vegan infant formulas, Langfield took matters into her own hands. Teaming up with her friend Sophie Paynter, they embarked on a quest to develop a fortified, plant-based milk line for infants and toddlers. Fast forward to August 2024, Grow with Iris launched its first product, the Growing Up Drink, catering to children aged 12 months to four years, free from common allergens like milk, soy, egg, and gluten.
The company’s innovative product boasts a short ingredient list comprising coconut MCT oil, pea protein isolate, and a blend of essential vitamins and minerals. Designed with sustainability in mind, Grow with Iris aims to cater to climate-conscious parents by offering a powdered blend packaged in recyclable pouches, reducing its carbon footprint significantly compared to traditional dairy products.
Langfield’s vision goes beyond being just free-from; she emphasizes the importance of stringent allergen testing to ensure product safety. With a focus on taste and texture, Grow with Iris conducted multiple focus groups to ensure its plant-based milk meets the discerning palates of toddlers, setting it apart in a competitive market dominated by established brands.
While facing competition from industry giants, Langfield remains committed to transparency and honesty in her product offerings, adhering to recommended dietary intakes for infants and toddlers. The startup’s dedication to creating nutritious, planet-conscious products has garnered a loyal customer base, primarily comprising parents seeking allergy-friendly alternatives for their children.
Currently selling direct-to-consumer, Grow with Iris is poised for expansion, with plans to launch its products on Amazon and TikTok Shop. The company’s collaboration with Innovate UK underscores its commitment to innovation, having secured substantial funding for research and development.
One of Grow with Iris’s ambitious projects involves developing a non-dairy infant formula, a challenging endeavor in a market dominated by dairy-based products. Regulatory hurdles and stringent testing requirements pose significant challenges, but Langfield remains undeterred, driven by her passion to provide a sustainable, allergy-friendly formula for infants.
The journey of Grow with Iris epitomizes a pioneering spirit in the infant formula industry, where innovation meets compassion for children’s health and environmental sustainability. With a steadfast commitment to quality, transparency, and taste, Langfield’s vision for a plant-based formula that transcends dietary restrictions is poised to make a lasting impact on the future of infant nutrition.
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