Gerber Baby Cereal : Anything for little ones

 Brand: Gerber Cereals

Company: Gerber India ( Nestle)

Brand Analysis Count: #622

The market for toddler food in India is an astounding INR 2582 Bn ( $3.8Bn). The market is highly fragmented, regulated and dominated by home-made foods. A global brand Gerber entered the Indian market in 2022. Gerber has a very long and successful history. The brand was created in Fremont Michigan by Daniel Frank Gerber. The story is that Daniel's wife Dorothy suggested her recipe and asked her husband to manufacture it in scale so that mothers could save the struggle to make nutritious food for their kids at home. The product became hugely successful and as per wiki, the brand has more than 60% share in the US market. In 2007, the company was acquired by Nestle.

Indian cereal market although huge, is a challenging one. There is opportunity in the organized market owing to the sheer size of India's population. However, there are challenges in terms of retail exposure and brand awareness. However, since  Nestle has a huge and chequered presence in the Indian market and wide expertise in selling baby foods, things may be easy for the new brand.

Gerber is positioned as the segment's premium, high-quality innovative nutrition brand. The brand is targeting mothers and is taking the emotional route to impress the customer. The brand globally is pitching on the history of a product made by a mother. 

It is interesting to note that Gerber is launched as a new brand without any endorsement from Nestle. Despite being one of the most recognized corporate brands, Nestle has boldly decided to let Gerber create its own identity, which is usually a road less travelled in marketing. Building a new brand is a long-term play and I think Nestle is prepared for the long haul. 

Gerber's challenge is establishing credibility because it is dealing with a sensitive product. The legacy of 90 years of existence is highlighted in the advertisement which makes things easier for the brand. The product has come with interesting variants like spinach and carrot, mango and berry which can interest kids compared to other dull products existing in the market. 

Flavors are not a sustainable differentiation and if a flavour clicks, competition will follow suit in a blink of an eye. With Nestle's distribution and marketing muscle, Gerber is in a strong footing as a new entrant.