Baby Gourmet

Finding the perfect strategic partner

Baby Gourmet has been acquired by the Hero Group

Based in Calgary, Alberta, Baby Gourmet is an industry leading pioneer in premium, shelf-stable, branded organic baby food and snacks for children. The Company is a North American leader in organic baby food and is the second largest brand of baby food in Canada.

Founded in 2005 by Jennifer Carlson and Jill Vos, Baby Gourmet has grown into Canada’s leading, mission-driven organic meal and snack brand for babies and toddlers. As true industry pioneers in the baby food category, Baby Gourmet was the first company in North America to offer baby food in the now ubiquitous pouch format. The Company’s range of products are available at all major Canadian food retailers. Baby Gourmet has also launched its organic kids snack brand, Slammers Snacks, nationally in the United States.

Together, the Switzerland-based Hero Group (whose brand portfolio also includes Beech-Nut, a leading U.S. natural baby food brand) and Baby Gourmet will expand Baby Gourmet’s nutritious, natural, and organic footprint in North America.

Situation Overview

Baby Gourmet was looking for a strategic partner who would provide the infrastructure and support to help the Company further fulfill its potential to become a North American leader in the baby food category.

We had such a great time working with you! You guys were amazing and made the process so much fun. Thank you for bringing this perfect partnership together!
– Jennifer Carlson, CEO & Co-Founder, Baby Gourmet

M&A Transaction Process

Vermillion worked closely with Baby Gourmet to prepare the Company for its sale prior to going to market. Vermillion advised Baby Gourmet on several strategic initiatives and decisions, including:

  • Finding a strategic buyer. It was critical for Baby Gourmet to be acquired by a strategic buyer. Vermillion reached out to a number of key domestic and international strategic buyers and brought the Switzerland-based Hero Group to the sale process.
  • Advised Baby Gourmet on building a detailed roadmap for growth.
  • Advised Baby Gourmet on analyzing its financials to identify add-backs to EBITDA to ensure the owners were getting full credit with respect to valuation from buyers.


Through a broad marketing process, Baby Gourmet was sold to the Hero Group at a significant premium to the next highest bidder.

After 15 years of building Canada’s leading organic baby food brand, Jill and I are thrilled to launch our next phase of growth with Hero. With our shared values, Hero is the perfect home for Baby Gourmet; a place where we can continue to develop our beloved, mission-driven brand.
Jennifer Carlson, CEO & Co-Founder, Baby Gourmet

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