LA-based organic cold-pressed baby food subscription, founded 2017, delivering stage-appropriate purees to health-conscious parents — acquired by Once Upon a Farm in 2023.
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See all ads on AdLibrary →Yumi (Hello Yumi) was an LA-based organic cold-pressed baby food subscription brand founded in 2017 by Angela Sutherland and Evelyn Rusli. The brand delivered stage-appropriate purees and finger foods using cold-press processing to avoid nutrient destruction. Yumi was acquired by Once Upon a Farm in 2023.
Yumi's advertising targeted the 'wellness parent' — Instagram-active, ingredient-conscious, willing to pay a premium for cold-press nutrient preservation. Campaigns featured celebrity parent testimonials and pediatrician endorsements to build credibility. The subscription model made DTC unit economics work via LTV; acquisition ads used free first-box or discounted trial offers. See Yumi ad history on AdLibrary.
Instagram was Yumi's primary channel, reaching millennial wellness-oriented parents through organic ingredient imagery, cold-press process video, and real parent testimonials. Facebook targeted new parents and expecting couples with subscription trial offers. Influencer mom content was central to awareness. The brand used carousel ads showing developmental stage progression to demonstrate the subscription's evolving value.
Copy themes: nutrient science ('Cold-pressed preserves what cooking destroys'), parental love expression ('Feed them like you mean it'), and developmental framing ('Stage-perfect nutrition from 4 months to toddler'). Price justification copy ('Less than $3.50 per meal') was used to address the premium cost. Celebrity parent associations appeared in owned content without being explicitly testimonial in ads.
Yumi's marketing demonstrates how to use science-backed claims to command premium pricing in a commodity category (baby food). By making a specific process claim (cold-press vs heat) that maps to a parent's existing wellness beliefs, the brand created strong preference among the target segment. The acquisition by Once Upon a Farm shows the strategic value of a loyal wellness-parent subscriber base as an M&A asset.
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