Square Baby growth playbook

Add a Klaviyo back-in-stock form to the Peanut Powder page ("Get it first when it's back, plus our free peanut introduction guide"), and send the list a restock email with a launch offer. Until stock returns, add a block that links to the allergen introduction meals and the Get Started quiz, and label the menu item "Peanut Powder - join the waitlist". When it is back, offer it as an add-on in the subscription so families receive it with every box.

Parents searching for peanut introduction have a deadline (4 to 6 months of age), so the ones who leave buy elsewhere. A waitlist keeps them, shows how much demand there is for restocking, and turns a one-off $40 powder into a subscription add-on.

Subject: You're on the Peanut Powder list

Thanks for joining! Our organic Peanut Powder is coming back soon, and you'll hear first.

While you wait: our dietitian's guide to starting peanut, and the allergen introduction meals already on our menu (milk, tree nuts, egg, soy and wheat).

Always talk to your pediatrician or allergist before introducing allergens.

[See allergen meals] [Read the guide]

• Restock takes longer than expected

  Give the list an honest date and the guide meanwhile.

• Parents of allergic babies sign up

  Keep the existing safety note and pediatrician advice on the page and in emails.

• Your websitePeanut Powder page (checked October 20, 2026): "COMING BACK SOON!" and "Sold out"; $40 for a 10.6 oz bag with 60 servings ("4+ months supply when you offer 3 servings per week"); "1 Tbsp of Peanut Powder conveniently delivers 2g of peanut protein", citing the LEAP Study and AAP guidance. The page has no back-in-stock or waitlist signup. Peanut Powder is the second item in the main "Shop" menu.Source
• Your blogSuper Bowl LX ad, February 2, 2026: "Deez Nuts", a 2-minute rap video "featuring babies, scientists, a ton of peanuts", to promote early allergen introduction; the post says introducing peanuts as early as four months "can help reduce the risk of developing this lifelong allergy by over 80%".Source
• Competitor researchRivals' own homepages: Little Spoon, "From baby to big kid ... healthy meals & snacks delivery"; Cerebelly, organic purees "with 16 brain-supporting nutrients", created by a neurosurgeon; Yumi, "stage-based nutrition for baby and kids"; Lil Mixins, "#1 pediatrician-recommended early allergen introduction egg, peanut, and tree nut powders"; Ready. Set. Food!, an "Allergist Mom Developed" patented allergen introduction system.See the research Source
• Your websiteHomepage: "Leaders in Early Allergen Introduction ... We are the only baby food company to offer an allergen introduction menu including 8 Top Allergens." In the product feed, the meals carry allergen-introduction tags for milk (3 meals), tree nuts (3), egg (1), soy (1) and wheat (1); peanut comes only from the Peanut Powder.Source

Add the missing translation key in the theme's language file (or replace the button text), fix the typo and the stray characters, and search all templates for "Translation missing".

Returning subscribers log in through that button, and parents comparing brands notice sloppy details.

• Theme update overwrites fix

  Keep a change log.

• Your websiteEvery page's header includes a login form whose submit button reads "Translation missing: en.customer.login.submit". The homepage FAQ says "Safety and quality is of utmost importance to us at Square Bay", and a stray '">' is printed under "100% Daily Nutrition" in How It Works.Source
• Your websiteSafety claims on the homepage: every batch tested for heavy metals to EU standards; named a "Most Transparent Brand" by Consumer Reports; Clean Label Project "Purity Award" for each tested meal; founding member of the Clean Label Project Baby Coalition; USDA Organic; award-winning packaging made from 100% post-consumer material.Source

Either relaunch Good Feeds with current dates and a running total, or replace the page with what the company gives today (for example meals to families in need or donations to food allergy research), and update the menu label.

Giving programs build loyalty only when they are current and visible; an expired one undercuts trust.

• Cost of donations

  Set a cap and say so.

• Your websiteThe main menu's "Giving Back" link opens Good Feeds: one meal donated to No Kid Hungry per meal sold and 10 per social post, but the small print says the campaign "runs from 9/1/23 through 9/30/23 with a maximum donation of $10,000".Source
• Your blogSuper Bowl LX ad, February 2, 2026: "Deez Nuts", a 2-minute rap video "featuring babies, scientists, a ton of peanuts", to promote early allergen introduction; the post says introducing peanuts as early as four months "can help reduce the risk of developing this lifelong allergy by over 80%".Source

Add the 2025 and 2026 coverage, put the Super Bowl ad video at the top, add a press kit (logos, founder photos, fact sheet), and update monthly.

Up-to-date press proves momentum to retail buyers and new parents alike.

• Falls behind again

  Monthly calendar reminder.

• Your websitePress page: the newest entry is dated January 8, 2025; the Super Bowl LX ad (February 2026) and the 2026 Oprah post appear in the blog but not in Press. Coverage listed includes Oprah's top 10 gifts for new parents, Consumer Reports, Parents, POPSUGAR, CNET, Fox News and a baby food "Product of the Year".Source
• Your blogSuper Bowl LX ad, February 2, 2026: "Deez Nuts", a 2-minute rap video "featuring babies, scientists, a ton of peanuts", to promote early allergen introduction; the post says introducing peanuts as early as four months "can help reduce the risk of developing this lifelong allergy by over 80%".Source
• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source

Remove widgets that do not earn their weight (start with Elfsight), load chat and reviews only on interaction, compress the hero image, and review every script against the apps in use. Several smaller hosts match no app listed on the site; confirm what each does and remove any that are not needed.

A lighter page protects conversion on slow mobile connections and makes paid traffic cheaper.

• Removing a needed tag

  Check with marketing before removing.

• Google PageSpeedHomepage on mobile: performance 36/100 (desktop 64); in the lab the main image ("The best nutrition for your baby. Made fresh & delivered.") takes 15.1s to appear, total blocking time 963ms; the page downloads 6.08 MB in 301 requests, 4.0 MB of it from 25 third-party hosts, the largest an Elfsight widget at 1.5 MB. Real visitors pass Core Web Vitals (field LCP 2.19s, INP 113ms, CLS 0).Source
• Your blogSuper Bowl LX ad, February 2, 2026: "Deez Nuts", a 2-minute rap video "featuring babies, scientists, a ton of peanuts", to promote early allergen introduction; the post says introducing peanuts as early as four months "can help reduce the risk of developing this lifelong allergy by over 80%".Source

Turn on DKIM in Google Workspace and Klaviyo, check the DMARC reports, then move to "p=quarantine".

Reminders that arrive prevent unwanted charges, angry emails and cancellations.

• Blocking real mail

  Move gradually.

• DNS checksquarebaby.com uses Google Workspace and Klaviyo; SPF ends "~all", no DKIM key was found and DMARC is "p=none".Source
• Your websiteFAQ: the first order "is processed immediately" and "You cannot make changes to your first order"; renewals can be changed until a reminder email 3 days before processing; meals ship frozen with dry ice, use high pressure pasteurization, and arrive in 1-3 days; pausing or cancelling is "a snap". The FAQ also says "We are in the midst of transitioning our photography to highlight our new custom packaging."Source

Publish a dietitian-written plan: which allergen to introduce in which week, which meal or powder delivers it, and how often to keep serving it. Add a printable tracker and a "build my allergen box" option in Get Started.

A clear plan makes the allergen promise concrete and is the content parents and pediatricians share.

• Medical advice concerns

  Keep pediatrician guidance and safety notes.

• Your websiteHomepage: "Leaders in Early Allergen Introduction ... We are the only baby food company to offer an allergen introduction menu including 8 Top Allergens." In the product feed, the meals carry allergen-introduction tags for milk (3 meals), tree nuts (3), egg (1), soy (1) and wheat (1); peanut comes only from the Peanut Powder.Source
• Your websitePeanut Powder page (checked October 20, 2026): "COMING BACK SOON!" and "Sold out"; $40 for a 10.6 oz bag with 60 servings ("4+ months supply when you offer 3 servings per week"); "1 Tbsp of Peanut Powder conveniently delivers 2g of peanut protein", citing the LEAP Study and AAP guidance. The page has no back-in-stock or waitlist signup. Peanut Powder is the second item in the main "Shop" menu.Source
• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source

Create a professional program: a sample kit, a one-page allergen introduction handout, a referral code with a reward for the family, and a simple sign-up page. Start with practices in Oregon and California.

A recommendation from the child's doctor is the most trusted push a parent can get.

• Practices limit vendor contact

  Offer education, not sales.

• Your blogAmbassador and affiliate programs: open to loyal customers, registered dietitians and health professionals; a 25% off code for friends and "$15 in cash or $25 in free meals for every new customer"; to join, "DM us on Instagram" or email.Source
• Your websiteHomepage: "Leaders in Early Allergen Introduction ... We are the only baby food company to offer an allergen introduction menu including 8 Top Allergens." In the product feed, the meals carry allergen-introduction tags for milk (3 meals), tree nuts (3), egg (1), soy (1) and wheat (1); peanut comes only from the Peanut Powder.Source
• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source

Build pages for each need (wisdom teeth recovery, bariatric, dental implants, caregivers), with a separate Get Started path, and partner with oral surgeons and bariatric programs for referral cards.

Adult soft-food buyers have urgent, searchable needs and few appealing options, and the kitchen and shipping already exist.

• Confuses the baby brand

  Keep Square Foods visibly separate.

• Your websiteSoft foods page: "A soft food diet doesn't have to suck. REAL FOOD. JUST SOFTER." for post-surgery recovery (wisdom teeth, dental implants, bariatric, tonsillectomy, GI surgery), aging in place, caregivers, chemo and swallowing issues; plans from $3.98 to $5.66 per meal; the footer brand is "Square Foods".Source
• Your catalogueMenu and plans: 13 meals (for example Lil Beef Stew, Lil Cashew Chicken, Mango Chia Pudding, Hazelnut Pumpkin Pie) tagged by stage (starter meals 4 months, square meals 6 and 8 months); subscription boxes of 14, 28, 42 and 56 meals at $99, $169, $229 and $279, delivered every 1 to 4 weeks; a one-time 14-Meal Assortment Starter Kit at $99; a $50 2-Day Air upgrade; "Free shipping on orders over $100"; the menu page advertises plans "starting at $3.98 per meal" with a discount code.Source

Use the baby's birth date from Get Started to suggest the next stage two weeks ahead, preview the new meals in the reminder email, and add toddler options before the baby outgrows the menu.

Growing with the baby keeps subscribers longer and avoids "my baby is bored" cancellations.

• Wrong stage for some babies

  Let parents choose.

• Your catalogueMenu and plans: 13 meals (for example Lil Beef Stew, Lil Cashew Chicken, Mango Chia Pudding, Hazelnut Pumpkin Pie) tagged by stage (starter meals 4 months, square meals 6 and 8 months); subscription boxes of 14, 28, 42 and 56 meals at $99, $169, $229 and $279, delivered every 1 to 4 weeks; a one-time 14-Meal Assortment Starter Kit at $99; a $50 2-Day Air upgrade; "Free shipping on orders over $100"; the menu page advertises plans "starting at $3.98 per meal" with a discount code.Source
• Your websiteFAQ: the first order "is processed immediately" and "You cannot make changes to your first order"; renewals can be changed until a reminder email 3 days before processing; meals ship frozen with dry ice, use high pressure pasteurization, and arrive in 1-3 days; pausing or cancelling is "a snap". The FAQ also says "We are in the midst of transitioning our photography to highlight our new custom packaging."Source
• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source

Promote the starter kit as the low-risk first step in ads and on the homepage, then offer a subscription with a credit for the kit within 14 days.

A trial without commitment lowers the barrier for cautious new parents and feeds the subscription.

• Lower subscriptions

  Track lifetime value by path.

• Your catalogueMenu and plans: 13 meals (for example Lil Beef Stew, Lil Cashew Chicken, Mango Chia Pudding, Hazelnut Pumpkin Pie) tagged by stage (starter meals 4 months, square meals 6 and 8 months); subscription boxes of 14, 28, 42 and 56 meals at $99, $169, $229 and $279, delivered every 1 to 4 weeks; a one-time 14-Meal Assortment Starter Kit at $99; a $50 2-Day Air upgrade; "Free shipping on orders over $100"; the menu page advertises plans "starting at $3.98 per meal" with a discount code.Source
• Your websiteFAQ: the first order "is processed immediately" and "You cannot make changes to your first order"; renewals can be changed until a reminder email 3 days before processing; meals ship frozen with dry ice, use high pressure pasteurization, and arrive in 1-3 days; pausing or cancelling is "a snap". The FAQ also says "We are in the midst of transitioning our photography to highlight our new custom packaging."Source

Add a sign-up page with an instant personal link, a referral dashboard and a prompt in the third delivery email.

Happy parents refer friends at baby showers and in parent groups when it takes one tap.

• Discount abuse

  Limit to new households.

• Your blogAmbassador and affiliate programs: open to loyal customers, registered dietitians and health professionals; a 25% off code for friends and "$15 in cash or $25 in free meals for every new customer"; to join, "DM us on Instagram" or email.Source
• Your catalogueMenu and plans: 13 meals (for example Lil Beef Stew, Lil Cashew Chicken, Mango Chia Pudding, Hazelnut Pumpkin Pie) tagged by stage (starter meals 4 months, square meals 6 and 8 months); subscription boxes of 14, 28, 42 and 56 meals at $99, $169, $229 and $279, delivered every 1 to 4 weeks; a one-time 14-Meal Assortment Starter Kit at $99; a $50 2-Day Air upgrade; "Free shipping on orders over $100"; the menu page advertises plans "starting at $3.98 per meal" with a discount code.Source

Build a landing page for the ad with the allergen plan and a starter offer, cut 15- and 30-second versions for Instagram and YouTube, and feature it on the homepage and in the welcome email.

The ad was the most expensive asset the company made; repeating it cheaply multiplies its return.

• Humor misread

  Pair with the science message.

• #1 Turn the sold-out Peanut Powder into a waitlist, and point peanut shoppers to the allergen menu until it is back

• YouTubeThe Square Baby YouTube channel has 31 videos and 59 subscribers but 988,360 views.Source
• Your blogSuper Bowl LX ad, February 2, 2026: "Deez Nuts", a 2-minute rap video "featuring babies, scientists, a ton of peanuts", to promote early allergen introduction; the post says introducing peanuts as early as four months "can help reduce the risk of developing this lifelong allergy by over 80%".Source
• Your websitePress page: the newest entry is dated January 8, 2025; the Super Bowl LX ad (February 2026) and the 2026 Oprah post appear in the blog but not in Press. Coverage listed includes Oprah's top 10 gifts for new parents, Consumer Reports, Parents, POPSUGAR, CNET, Fox News and a baby food "Product of the Year".Source

Develop egg and tree nut powders on the peanut model, sell them as a three-powder starter set, and offer them in retail where frozen meals cannot go.

Shelf-stable products widen the customer base beyond meal subscribers and fit the allergen positioning.

• Supply problems as with peanut

  Secure two suppliers.

• Competitor researchRivals' own homepages: Little Spoon, "From baby to big kid ... healthy meals & snacks delivery"; Cerebelly, organic purees "with 16 brain-supporting nutrients", created by a neurosurgeon; Yumi, "stage-based nutrition for baby and kids"; Lil Mixins, "#1 pediatrician-recommended early allergen introduction egg, peanut, and tree nut powders"; Ready. Set. Food!, an "Allergist Mom Developed" patented allergen introduction system.See the research Source
• Your websitePeanut Powder page (checked October 20, 2026): "COMING BACK SOON!" and "Sold out"; $40 for a 10.6 oz bag with 60 servings ("4+ months supply when you offer 3 servings per week"); "1 Tbsp of Peanut Powder conveniently delivers 2g of peanut protein", citing the LEAP Study and AAP guidance. The page has no back-in-stock or waitlist signup. Peanut Powder is the second item in the main "Shop" menu.Source
• Your websiteHomepage: "Leaders in Early Allergen Introduction ... We are the only baby food company to offer an allergen introduction menu including 8 Top Allergens." In the product feed, the meals carry allergen-introduction tags for milk (3 meals), tree nuts (3), egg (1), soy (1) and wheat (1); peanut comes only from the Peanut Powder.Source

Pitch a regional natural grocer with a small range (six meals), shelf talkers on testing and allergen introduction, and QR codes to subscribe.

Retail builds awareness that lowers online acquisition costs.

• Cold chain costs

  Start with one distributor.

• Your websiteSafety claims on the homepage: every batch tested for heavy metals to EU standards; named a "Most Transparent Brand" by Consumer Reports; Clean Label Project "Purity Award" for each tested meal; founding member of the Clean Label Project Baby Coalition; USDA Organic; award-winning packaging made from 100% post-consumer material.Source
• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source
• Your catalogueMenu and plans: 13 meals (for example Lil Beef Stew, Lil Cashew Chicken, Mango Chia Pudding, Hazelnut Pumpkin Pie) tagged by stage (starter meals 4 months, square meals 6 and 8 months); subscription boxes of 14, 28, 42 and 56 meals at $99, $169, $229 and $279, delivered every 1 to 4 weeks; a one-time 14-Meal Assortment Starter Kit at $99; a $50 2-Day Air upgrade; "Free shipping on orders over $100"; the menu page advertises plans "starting at $3.98 per meal" with a discount code.Source

Develop a care-provider program: menus matched to diet stages, bulk pricing and direct shipping to patients, piloted with one bariatric clinic and one senior living community.

Provider partnerships bring steady volume and credibility to the adult line.

• Clinical requirements

  Follow each provider's diet guidelines.

• #9 Give the soft-food meals for adults their own search pages and referral partners

• Your websiteSoft foods page: "A soft food diet doesn't have to suck. REAL FOOD. JUST SOFTER." for post-surgery recovery (wisdom teeth, dental implants, bariatric, tonsillectomy, GI surgery), aging in place, caregivers, chemo and swallowing issues; plans from $3.98 to $5.66 per meal; the footer brand is "Square Foods".Source
• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source

Turn each myth-busting post into a 30-second video by the dietitian cofounder, post weekly, and link to the full post and the menu.

Expert answers to trends earn reach and trust, and fit a brand founded by a dietitian.

• Time cost

  Batch-film monthly.

• Your blogRecent blog posts: "Butter Before Bed? A Dietitian Responds to the Viral Baby Sleep Hack" (March 10, 2026), a study that "70% of Baby Foods Are Ultra-Processed" (March 3), the Super Bowl ad (February 4), Oprah (February 1), heavy metals (January 18) and the ambassador program (June 15); the newest blog entry is from August 20, 2026.Source
• YouTubeThe Square Baby YouTube channel has 31 videos and 59 subscribers but 988,360 views.Source
• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source

Print a lot code and QR on each container that opens that batch's results, and promote the feature in ads.

Batch-level proof turns a transparency claim into something parents can check, which few rivals offer.

• Delays in results

  Publish before shipping.

• Your websiteSafety claims on the homepage: every batch tested for heavy metals to EU standards; named a "Most Transparent Brand" by Consumer Reports; Clean Label Project "Purity Award" for each tested meal; founding member of the Clean Label Project Baby Coalition; USDA Organic; award-winning packaging made from 100% post-consumer material.Source
• Competitor researchRivals' own homepages: Little Spoon, "From baby to big kid ... healthy meals & snacks delivery"; Cerebelly, organic purees "with 16 brain-supporting nutrients", created by a neurosurgeon; Yumi, "stage-based nutrition for baby and kids"; Lil Mixins, "#1 pediatrician-recommended early allergen introduction egg, peanut, and tree nut powders"; Ready. Set. Food!, an "Allergist Mom Developed" patented allergen introduction system.See the research Source

Shoot all 13 meals in the new containers, update product images, ads and emails, and remove the FAQ note.

Accurate photos set expectations and show off the sustainability award.

• Large images slow pages

  Compress.

• Your websiteFAQ: the first order "is processed immediately" and "You cannot make changes to your first order"; renewals can be changed until a reminder email 3 days before processing; meals ship frozen with dry ice, use high pressure pasteurization, and arrive in 1-3 days; pausing or cancelling is "a snap". The FAQ also says "We are in the midst of transitioning our photography to highlight our new custom packaging."Source
• Your websiteSafety claims on the homepage: every batch tested for heavy metals to EU standards; named a "Most Transparent Brand" by Consumer Reports; Clean Label Project "Purity Award" for each tested meal; founding member of the Clean Label Project Baby Coalition; USDA Organic; award-winning packaging made from 100% post-consumer material.Source
• Your catalogueMenu and plans: 13 meals (for example Lil Beef Stew, Lil Cashew Chicken, Mango Chia Pudding, Hazelnut Pumpkin Pie) tagged by stage (starter meals 4 months, square meals 6 and 8 months); subscription boxes of 14, 28, 42 and 56 meals at $99, $169, $229 and $279, delivered every 1 to 4 weeks; a one-time 14-Meal Assortment Starter Kit at $99; a $50 2-Day Air upgrade; "Free shipping on orders over $100"; the menu page advertises plans "starting at $3.98 per meal" with a discount code.Source

Offer an employer program: a meal subscription or gift card for each new parent, a simple order form for HR, and volume pricing.

One HR contract brings many families and a gift that leads to subscriptions.

• Slow HR sales

  Start with companies already customers.

• Your websiteOur Story: founded by a Registered Dietitian with a Masters in Nutrition and a Certified Genetic Counselor; the Square Meal System delivers "100% of a baby's daily recommended servings"; the founders made "100,000 meals in a commercial kitchen in Berkeley, CA before scaling nationally"; Oprah named Square Baby #9 of 51 gifts for new parents and "the only baby food recommended".Source
• Your catalogueMenu and plans: 13 meals (for example Lil Beef Stew, Lil Cashew Chicken, Mango Chia Pudding, Hazelnut Pumpkin Pie) tagged by stage (starter meals 4 months, square meals 6 and 8 months); subscription boxes of 14, 28, 42 and 56 meals at $99, $169, $229 and $279, delivered every 1 to 4 weeks; a one-time 14-Meal Assortment Starter Kit at $99; a $50 2-Day Air upgrade; "Free shipping on orders over $100"; the menu page advertises plans "starting at $3.98 per meal" with a discount code.Source