Reinventing baby food

STARTING POINT:
95% of parents wouldn’t touch the food they serve their kids. So why should babies?
Muru Baby, created together with Michelin chef Henri Alén, is reinventing baby food. Because babies and children deserve as tasty and high-quality food as adults. Only using real ingredients, fresh taste and Alén’s long proven recipes, Muru Baby stands out easily from the competition. Now the unknown products needed their time in the spotlight.

INSIGHT:
Children are the most important thing for their parents but nevertheless baby food has never been known for its great taste – or looks. At the same time babies are not even welcome in places where quality flavors are available. Most fine dining restaurants actually directly refuse entry from babies and children.

IDEA & EXECUTION:
The World’s first Michelin star baby food.
A fine dining restaurant specifically made for babies. All complete with a real Michelin star chef in the kitchen himself.
A three-course meal created from Muru Baby products made sure that the taste buds of the babies were in for a treat. In addition to the baby menu, grownups also had something to eat – as much as kids usually do in normal restaurants.
In addition to the food, the whole experience was tailored to be palatable for babies: A playful yet high class atmosphere was created with a playlist full of their favorite songs. After the meal, the patrons were able to play in the restaurant's Michelin-starred play corner.
The world’s first Michelin star baby food restaurant changed people’s perceptions of what baby food can and should be. Through the activation, Muru Baby’s baby food was on everyone’s lips, and the brand became the most preferred in Finland.