Good Feeding firmly believes that establishing healthy preferences right from the start is crucial in developing positive lifelong eating habits and combating childhood obesity. From healthy beginnings come healthier lives; it’s the start we all deserve.

Their feeding programme, Go Well, guides babies from their first tastes to adventurous eating in six simple steps. Designed to expose infants to a variety of tastes and textures, Go Well ensures the best for the baby while providing peace of mind for parents – all delivered conveniently to your door.

After developing the strategic brand platform and naming, we created a flexible system that is friendly, approachable, and straightforward. Unlike many baby food brands, we avoided being cutesy, cheesy, or naïve. Our logo symbolises fresh starts through a sprout shape, representing growth and new beginnings. It also features a spoon to signify nurturing and feeding, and embodies a continuum of care and regeneration. Our photography captures the essence of the programme, showcasing the journey from farm to plate without any unnecessary frills.

Good Feeding has now launched a pilot scheme in the USA, with plans to expand globally. This initiative is particularly timely, as childhood obesity rates continue to rise worldwide. By introducing diverse and nutritious foods early on, Good Feeding aims to shape children’s preferences towards healthier choices, reducing the risk of obesity and associated health issues in later life. The Go Well programme is more than just a feeding guide; it’s a commitment to better health and well-being for future generations.

Good Feeding’s vision extends beyond the immediate benefits of nutritious meals. They are dedicated to creating a broader impact by educating parents and caregivers about the importance of healthy eating from an early age. Their resources and support systems empower families to make informed choices, fostering a community that values and prioritises health. The potential for global expansion of the Go Well programme reflects a growing recognition of the need for proactive measures in addressing childhood nutrition.