Smileat is a Spanish organic baby food company headquartered in Madrid, founded in 2014 or 2015 by entrepreneurs Alberto Jiménez San Mateo and Javier Llaudet. The company's mission is to revolutionize the baby food industry by offering high-quality, sustainable, and organic alternatives to traditional supermarket options.
Core Mission and Impact
Smileat was born from the observation that while organic options were available for adults, the children's food aisle lacked high-standard products free from chemicals, fertilizers, and hormones.
B Corp Certification:
Smileat is the first B Corp certified organic baby food company in Spain, meeting high standards of social and environmental impact.
Nutritional Standards:
Their products contain approximately 75% less sugar and salt compared to leading competitors.
Environmental Goals:
The company aims to suppress the use of 17,500 kg of pesticides and antibiotics and 45 tonnes of single-use plastics by 2025.
Product Offerings
The brand produces a variety of organic foods for babies and toddlers, focusing on honest recipes without added sugars, preservatives, or stabilizers.
Main Categories:
Their product range includes organic jars, pouches, meals, and snacks (such as those made from maize, fruits, and legumes).
Ingredients:
They utilize seasonal fruits, vegetables, meat, and fish, often sourced from raw materials produced in Spain to minimize carbon footprints.
Subscription Service:
Customers can access a subscription model that offers a 15% discount and regular delivery.
Business and Market Position
Smileat is currently the second-largest brand in market share in Spain's organic baby food sector and is the top-selling Spanish brand in its category.
Growth:
It is recognized as one of the fastest-growing online brands in its sector.
Employment:
The company employs approximately 48 to 60 people.
Funding:
It has raised approximately $3.48M in funding from investors including Lanzadera Accelerator, Clave (Pamplona), and Tech Transfer Agrifood.
Operations and Transparency
The company emphasizes traceability and transparency through the use of technology, aiming to provide consumers with clear information about the origin of their food. They also produce a podcast focused on parenting concerns and child nutrition.
