Research revealed that moms are overwhelmed by choices and unsure about which foods are age-appropriate. Many consequently move their children from baby food to table food around 1 year old. Until this promotion, Gerber never considered that its own retail environment was contributing to early defection. Our solution was “The Amazing 24 Month Journey”: a total reinvention of the section. The design scheme, “seeing my baby at-shelf,” incorporates color-coded cues and interactive nutrition education helps moms navigate to the right foods during the all-important first two years of their child’s life.

Compared to shoppers of traditional baby food sections, shoppers of the Amazing 24 Month Journey shelf:* Are able to find specified baby food item(s): 90% vs. 55% *Choose the Gerber brand: 87% vs. 73%*Agree the section is easier to shop than other areas: 87% vs. 61%*Agree it’s important to feed baby food for 24 months: 83% vs. 57%*Agree the section helps them make better decisions: 83% vs. 53%