Organic children's food brand Ella's Kitchen recently held a pop-up event at Surrey's Royal Botanic Gardens targeted at and starring 150 baby consumers. The playful event, entitled 'the Big Wean,' saw the army of babies being exposed to a variety of new flavors and foods in Ella's Kitchen's healthy pouches. The event also featured a sensory-based play area with plenty of colorful toys and veggies.
The event was poised to be the world's largest "weaning" event, meaning the largest number of babies in one place in the process of weaning off a mother's milk as the sole food.
The celebration of discovery and exploration is arguably one of the first branded activations to put babies in the spotlight, but is largely predicated on the concerns of millennial parents in providing children with the best possible nutritional value in all the foods they consume.