YUMI Smoothies Launch at Whole Foods
Nutrition company YUMI has launched a line of six functional smoothies nationwide at Whole Foods. The company is using a proprietary preservation process that it claims retains more nutrition, taste, and color than conventional shelf-stable packaging methods.
YUMI's recent smoothie launch at Whole Foods marks a significant step in its evolution from a direct-to-consumer baby food subscription service to a broader family-focused nutrition brand. Founded by former Wall Street Journal reporter Evelyn Rusli and private equity executive Angela Sutherland, the company was born out of Sutherland's search for nutrient-dense baby food options. The duo has successfully raised a total of $79.1 million in funding to support their mission. The new line of six functional smoothies is categorized into three benefit-focused groups: protein, probiotics, and immunity. The protein smoothies come in flavors like Apple, Banana & Dragonfruit, while the probiotic options include Apple, Pear & Squash. For immunity support, there are flavors such as Guava, Banana, Apple with Vitamin C + D and Mixed Berry with Vitamin C + D. A key innovation for these shelf-stable smoothies is a proprietary preservation process that utilizes minimal heat. YUMI claims this method helps to retain more of the natural vitamins, color, and flavor from the whole fruit and vegetable ingredients compared to traditional high-heat pasteurization. This move into the broader smoothie market places YUMI in competition with established brands like Once Upon a Farm and Cerebelly. For comparison, a 4oz pouch of a Once Upon a Farm smoothie can cost around $3.59, while Cerebelly smoothies are priced at approximately $3.99 for a similar-sized pouch. The smoothie launch is part of a larger retail expansion for YUMI, which has been shifting its focus to snacks and now smoothies available in major retailers. The company's products, including organic bars and puffs, can also be found on the shelves of Target. YUMI's founders have attracted a diverse group of investors, including the founders of Warby Parker, Harry's, and Sweetgreen, as well as celebrity backers like Gabrielle Union and Snoop Dogg. The company's emphasis on science-backed nutrition for children has been a consistent theme from its inception.
