Many parents trust the baby food products available in stores, but according to a recent nutrient study, 60% of American baby food does not meet national health standards. Even worse, the packaging on 60% of these products contains misleading claims. Erica Bethe Levin, founder and CEO of Globowl, an internationally inspired baby and toddler food company, is determined to change that. Her mission is to introduce children to global flavors and healthier eating habits to prevent picky eating and food allergies.
Reimagining Baby Food: A Return to Global Roots
Erica Bethe Levin founded Globowl after becoming frustrated with the state of baby food in the U.S. She discovered that the products on the shelves were over-sanitized and packed with sugars. Wanting to give her daughter better options, she decided to bring the world to her child through food. “We didn’t want a picky eater,” says Levin, whose passion for food stems from her family’s culinary traditions. Globowl was born out of this desire to expose children to new tastes and textures early on.
Levin’s approach to baby food is inspired by how the rest of the world feeds their babies. “Feed babies the way the rest of the world feeds babies,” Levin emphasizes. Unlike typical American baby food, which is often bland and devoid of allergens, Globowl introduces spices, textures, and a variety of global flavors. “Baby food doesn’t have to be dumbed down because babies aren’t dumb,” she explains.
The Flavor Window and Its Importance
A critical aspect of Levin’s philosophy is the importance of introducing a variety of flavors and allergens early in a child’s life. Science backs her up: babies have a “flavor window” between four and 18 months when their palates are most receptive to new tastes. Introducing allergens during this period has been shown to reduce the likelihood of developing allergies later in life.
“Kids need more flavor, not more sugar,” says Levin, advocating for meals that introduce spices like cayenne, paprika, and saffron.
Levin also emphasizes the importance of textured food in a baby’s development. “Kids need to learn how to chew,” she explains, noting that textured food helps teach oral motor skills and can prevent overeating, an issue with the mushy purees often found in single-use pouches.
Navigating the American Baby Food Crisis
The American baby food industry has drifted away from balanced, nutritious meals. Levin points out the widespread use of sugary, over-processed pouches as a major problem, both for children’s health and the environment. “Think about how many apples go into an applesauce pouch. It’s more than you could eat in one sitting,” Levin says, emphasizing that these products contribute to overeating and poor eating habits.
Globowl’s approach is a refreshing alternative, modeled after the ways in which babies are fed in many other cultures. The meals are designed to mimic what parents are eating, from tikka masala to pad thai, giving babies a wide array of flavors. “We wanted to introduce kids to the world through food,” says Levin.
A Disruptive Business Model with Global Impact
Since launching in November 2023, Globowl has made significant strides. The company’s products are now available in over 450 stores across the U.S., including major natural and organic grocers like Thrive Market and Gelson’s. Levin attributes this success to Globowl’s commitment to transparency and quality.
“We do voluntary heavy metal testing and work with a third-party audit system. Every label is reviewed by an FDA attorney,” she says, proud of the high standards her company has set.
This is not Levin’s first entrepreneurial venture. As a serial entrepreneur with two other businesses under her belt, Levin has learned the importance of surrounding herself with experts.
“Our recipes are backed by pediatricians, nutritionists, and speech therapists. This is not just about taste—it’s about doing what’s best for the littlest among us,” she explains.
A New Approach to Work-Life Balance
As both a mother of two young children and a three-time founder, Levin knows the challenges of balancing family and business. “As entrepreneurs, we have a tendency to be 100% absorbed in our work, but that’s not sustainable,” she reflects. Levin has found ways to incorporate her children into her business life, calling Globowl “our business” to ensure her kids don’t feel left out. “At dinner, my kids will ask, ‘How much baby food did we sell today?’” she says, smiling.
Levin also emphasizes the importance of taking care of her mental and physical health.
“At night, my kids and I sit down and meditate for just two to three minutes. It’s a game-changer,” she shares, offering advice to other entrepreneurs on maintaining balance in a busy life.
Conclusion
Erica Bethe Levin’s passion for food and family has led her to disrupt the baby food industry with Globowl, a company that seeks to introduce children to global flavors, textured foods, and allergens early in life. Her entrepreneurial journey is a testament to the power of combining passion with purpose. Through Globowl, Levin is challenging the norms of an industry that has grown too reliant on over-processed, sugary baby foods and providing a healthier alternative for families.
For parents looking to provide their children with nutritious, flavorful meals, Globowl is a step in the right direction. To learn more, visit Globowl’s website or follow Erica Bethe Levin on social media.
Key Takeaways:
Introduce diverse flavors and allergens early to reduce the risk of food allergies.
Focus on textured foods to encourage oral motor development and prevent overeating.
Ensure baby food is nutritious, transparent, and free of misleading marketing claims.
Give your child the world, one bite at a time.
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