Robin Food

The market for baby food has traditionally been a 100% manufacturers A-brand market. Based upon the old assumption that parents want to buy manufacturers A-brands only. In 2004, a group of experienced baby food professionals in The Netherlands decided to prove the opposite. They launched a professional supermarket private label assortment. Backed up by a focused organization. With the correct people, correct products and correct marketing tools. From 2005 to 2011 they launched a series of successful supermarket private label baby food introductions in The Netherlands, Belgium and Luxembourg. The point that consumers want a supermarket private label proposition has been proven. In the fifth year of Robin Food B.V., in the market of baby food jars, the A-brand has has shrunk from 100% to 75% whilst private label grew from 0% to 25%. This trend is irreversible, ongoing and is the new direction for the baby food category. Robin Food B.V. (The Netherlands) then decided to bring her business model to other new markets.