Grouu, an Indonesian startup working on the nutritional needs of infants and toddlers, has secured an undisclosed amount in additional investments from Singapore-based VC firm Teja Ventures.
The funding will help the startup diversify its product offerings, enhance its proprietary digital subscription platform, and strengthen its omnichannel presence across various e-commerce platforms and offline retail networks.
“Our direct-to-consumer approach allows us to understand customers’ needs and expectations first-hand. To further enhance product accessibility, we are strengthening our omnichannel presence, which includes various e-commerce platforms and offline retail networks like supermarkets and baby shops,” said Jessica Marthin, Co-Founder and CEO of Grouu.
Founded in August 2020, Grouu focuses on meeting the nutritional needs of infants and toddlers from six months and above. The development process of its products and menu involves parents as consumers and a team of experts comprising nutritionists, food scientists, chefs, and paediatricians to ensure complete and balanced nutrition.
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According to the firm, its products and menu items are produced in facilities that meet hygiene standards set by the Department of Health and the National Agency of Drug and Food Control (BPOM) and are Halal certified.
Grouu’s website offers a meal subscription management feature for parents to schedule delivery dates and customise menu options and textures for complementary feeding.
It aims to target a broader market with various packaged food products specially designed to meet the nutritional needs of infants and toddlers, which will be marketed through its online direct-to-consumer and offline retail networks.
Teja Ventures is a VC firm backing the next-generation category leaders shaping the future of consumption in emerging Asia, focusing strongly on the future of food, retail, and health/wellness. It invests in seed to Series A companies.
Virginia Tan, Teja’s Founding Partner, stated, “We see immense potential in the mother and baby category in the Southeast Asia region, with the baby food market amounting to US$9.48 billion in 2023. The market is expected to grow annually by 5.38 per cent through 2028.”
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