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Becoming a parent is an adventure in itself, but everyone knows that weaning your baby is a whole other challenge. To provide something more than just advice from mothers-in-law or self-proclaimed expert influencers, Lucie Thomé (graduated from the Grande École Program in 2013) decided to set up Bébé Foodie, a platform devoted entirely to baby nutrition in the United States. It’s an open and caring website, with one aim: to make life easier and with less guilt!

What can you tell us about your career path?
I moved to New York in 2011 for a gap year internship, met my future husband and settled there permanently in 2014. I worked in marketing at Chantelle Lingerie, Lampe Berger and then Guerlain until 2021, when I had a career change. I trained to become an infant nutrition consultant, before working on the brand identity of Bébé Foodie and launching the site in March 2022.

How did you come up with the idea for Bébé Foodie?
I love cooking and I have always wanted to work in an area related to nutrition. In 2020, I started to take an interest in the growing “parent tech” industry; a year later, I launched this fantastic business venture. It came about as a result of several observations: the growing interest in infant nutrition from American parents and the fact that the new generation likes to find the answers to their questions and problems through tech.
Another important factor was that I became a mother myself! Despite my love for cooking, like many new parents, I felt helpless when it came to introducing solid foods into my son’s diet: what should I give him to eat, when and how? I sifted through the mass of information available, then did some training before sharing my expertise and advice on the subject.

What exactly do you offer and who are your customers?
Bébé Foodie is a platform for those who are starting to wean their baby and who feel overwhelmed by the mass of information that varies depending on which source you read. I provide a caring space, with expert content and clear advice on the different stages, which parents can adapt to their lifestyles, preferences and situations. I offer online consultations, but also access to a large database which can be customised, with methods and recipes. My clients are first and foremost modern parents, invested in the nutrition of their children and who wish to make their day-to-day lives easier. It’s reassuring for them to see that there’s a mother at the heart of this project: I created it by putting myself in their shoes.

A year after its launch, how do you plan to develop this innovative concept? can our readers have any input?
At the moment, I’ve recruited my users via content (articles, guides, etc.), Instagram and newsletters. I’m now working on how I can monetise this via a premium subscription, the aim being to become the go-to reference point for parents who are starting to wean their babies and to support them as best I can in this challenge. So I’m going to need backup! As part of the launch of the premium subscription and smartphone app, I plan to recruit people with skills in digital, communication strategy, marketing and administration soon.

This article was written by Luna Créations for IÉSEG Network’s magazine, IÉS #16.