When we first started Little Spoon, our mission was clear: Make fresh, healthy food accessible at every age and stage of early childhood. But we quickly realized checking the proverbial boxes alone (nutritious: check, convenient: check) wasn’t enough. After all, parents are inundated with options—the decision fatigue surrounding parenting choices is overwhelming.
What makes a brand stand apart isn’t utility; it’s the ability to understand and affirm who your customer is (and hopes to be).
Parents want to feel emotionally supported, seen, and confident in their decisions, particularly within the vast excess of parenting advice in 2025: chock full of dated narratives. So for my brand, it’s critical for us to show, not tell, our customers that we’re a partner in this complex and dynamic life stage.
This lesson isn’t specific to parenting brands, either. Look at Olipop, which bucked an “influencer-first” approach early and sent product PR mailers to their customers rather than to recognizable faces. Or rhode skin, which innovates by simplifying via a streamlined product collection that makes complex skincare nonintimidating. Or Athletic Brewing Company, which sponsors events (runs, meetups) to deepen its ties to their customers, who crave alcohol-free social engagement.
It’s not about flooding the market; it’s about creating trust and showing—not telling—customers that you understand their acute emotional-need states.
BUILD AN INNOVATIVE BRAND
Here are four things I’ve learned about building a brand with emotional resonance and true product innovation:
- Design products that acknowledge emotion. Products should not just solve a logical problem, but an emotional one. For Little Spoon, that means removing stress and adding joy, a combination parents desperately crave. Take our Lunchers. They echo the nostalgic ritual of lunch kits from our own childhoods, but with fresh, nutritious ingredients today’s parents can feel good about. That stark contrast evokes the fun and familiarity kids want, while eliminating the guilt and decision fatigue parents often feel. It provide a visceral sense of relief. The product doesn’t just solve the “what’s for lunch” problem; it affirms parents as the capable, caring, and present people they are.
- Zoom out beyond your category. Whoever your customer, their life is multi-faceted. At Little Spoon, we know parenting is a key part of a parent’s identity, but not all of it. That’s why it’s essential to borrow cues from outside your core category. For me, that means lifestyle, wellness, and home. These days, you’re never just selling a product; you’re affirming who your customer is and who they want to be. That’s why we lean into collaborations with a variety of brands that matter to the parent, like Dusen Dusen, Rachel Antonoff, Siete, Sauz, and Graza. That cross-brand synergy sparks excitement and reminds parents we’re part of their lifestyle, not just their grocery list.
- Prioritize consumer feedback. From onboarding to pricing, packaging, and new product launches, every Little Spoon touchpoint is a chance for us to listen and learn. We don’t shy away from feedback—we lean into it. That transparency and responsiveness not only drive fast iteration, but also show families they’re true cocreators of our brand. In a category long dominated by legacy players, this sense of agency builds trust, loyalty, and lasting community. And perhaps most importantly…
- Build a culture, not just a product. Customers might come for a specific product, but they stay because they feel heard, connected, and part of something bigger. That sense of belonging is what creates loyalty in a crowded market, and what turns a brand into a trusted partner in someone’s life. We don’t think of ourselves as a transactional business; we think of ourselves as an entire ecosystem.
When a product goes beyond solving a problem and starts affirming identity, it transcends utility; it becomes indispensable. That’s the opportunity for every founder today: Stop designing only for function, and start designing for feeling.
Angela Vranich is cofounder and chief producer officer of Little Spoon.