Good Goût is a reference in baby food. The brand offers a wide range of organic products for babies and children: vegetable purees, fruit bottles, infant cereals, biscuits… whose recipes are created by parents, for parents. Good Goût’s main mission: awakening the taste of babies and children, from the first steps in food diversification to snacking at school.
On Monday, September 24, the brand organized a breakfast around food diversification in Bordeaux, in the presence of dietician nutritionist Nathalie Deckert. 20 parents and their children were invited to exchange on the subject and taste the brand’s products.Culture Nutrition had the opportunity to interview Aurélie Fircowicz, Communications Manager for Good Goût.
Hello Aurélie and thank you for your welcome! First of all, we would like to know what is your role within Good Goût?
I take care of the communication. One of my tasks is to organize meetings with parents in a spirit of mutual aid. This way, they can benefit from our advice but also share their experiences with each other.
Do you often organize this type of event?
We started this year, the idea being to meet parents all over France. We are delighted to share what we have learned as parents and to communicate very important ideas: parents need to feel free from guilt and trust each other. It is essential to be accompanied by a paediatrician but you also need to know how to trust yourself. This type of meeting allows parents to ask their questions and have positive feedback. Of course, we provide the necessary help to parents by answering their questions, while making it clear to them that there is no single truth and that each child is very different.
Are there any significant variations between two events?
The same concerns come up : where do we start? Can I feed them cereals? It’ss during our various events that we can transmit essential information that has not always been integrated by parents. For example, we realized that many parents do not know that their babies should not be given salt or sugar. I am always surprised because I believe that this is the foundation, the info every pediatrician should teach parents. The subject of awakening taste is very important to us. We often hear parents say that to make a good purée you need potatoes, which is not true. To make a good purée, simply choose a unique vegetable such as carrot or zucchini to develop the taste range. If everything is « smoothed » with potato, the pallet will not be able to expand properly.
It is thus the role of a brand like Good Goût to intervene in the teaching of diversification?
It’s important for us to support parents learning to diversify. Good Goût was created by a father who was forced to give prepared baby food to his children because he was working. When he tasted it and found it really bad, he thought he couldn’t give something that he himself wouldn’t eat. So he decided to create small baby dishes to awaken the flavours. We work with Christophe Hay, a starred chef who composes all the recipes.
How are the regulatory changes related to child nutrition handled in your communication plan, the development of new products. How do you adapt to these changes?
We work with experts in child nutrition. Even if most of our work concerns taste, diversity, originality… we check that all our products are in compliance with the regulations. The biggest development facing infant milk manufacturers is the mandatory addition of DHA (docohexaenoic acid) by 2020, a polyunsaturated fatty acid from the Omega 3 family. At Good Goût, we have decided to act quickly: our infant milk provides, as of today, a quantity of DHA of 137 mg per 100g of powder. This quantity is also higher than the minimum threshold set by these new regulations. Of course, we are always alert to new regulations.
What innovations can be found in your products?
It took us a long time to create our DHA-enriched milk recipe. The milk is whole, organic and made in France. It has the highest DHA content on the market.
We have also created « Le Petit Déj », a product that contains banana, lemon juice, flax and sesame flours and good oils. This product is presented as a complement to the bottle or breast feed. It does not contain dairy products: the idea is to accompany parents who realize that the bottle is not enough and who do not want to give sweet products to their child. The cookies in our range contain 40% less sugar than other cookies on the market. For us, the added sugar is a real struggle. It is important to know that it is possible to design cookies with no added sugar. We have chosen to add apple juice to our biscuits: it helps to awaken the taste.
What sets you apart from other infant nutrition brands?
What sets us apart in the infant nutrition market is the composition of our fruit purees. Our mango purees contain 99.9% mango, a drop of organic lemon juice and nothing else. Today on the market, industrialists tend to smooth the taste with apples or potatoes. This practice goes against the principle of food diversification, which emphasizes the awakening of tastes, taste by taste.
A news in your brand to share with us?
A new range has just been created: Good Goût kids for 3-10 year olds. This offer is mainly focused on snack products: biscuits, cereal bars, breakfast cereals and fruit purees. Breakfast cereals contain muesli for satiety and nutrients as well as chocolate or honey for the pleasure of children with 30% less sugar than other breakfast cereals. With this new range, we continue to support babies who have grown up.
