Mommy’s Bliss is a health and wellness brand that creates safe, natural, and organic products—such as gripe water, probiotics, and vitamins – designed to ease infant discomfort and support the well-being of babies, kids, and moms. Pulse 2.0 interviewed Mommy’s Bliss CEO Yasmin Kaderali to learn more.
Yasmin Kaderali’s Background
Could you tell me more about your background? Kaderali said:
“I have spent the last 17 years talking about moms and babies! I spent four years working alongside my parents and in 2012, I became CEO, allowing my parents to retire. My mom, who is the founder of Mommy’s Bliss, and I have always shared a passion for women & infant health. Prior to Mommy’s Bliss, I had worked in areas of HIV Education and Human Trafficking prevention.”
Formation Of The Company
How did the idea for the company come together? Kaderali shared:
“My mom had the idea to launch a product called Gripe Water to the U.S Market. Based on her Indian and Scottish heritage, she knew about this traditional herbal product and how it worked wonders for infant fussiness. She recommended it to new moms while working as an Ob/Gyn and Pediatric nurse, and while the benefit to the baby was very obvious, it was the calm smile on the mom’s face that caught her attention and she knew that more moms needed access to these kinds of products.”
Favorite Memory
What has been your favorite memory working for the company so far? Kaderali reflected:
“My favorite memory… that’s tough when there have been so many special moments! Two standouts: the first being the baby shower the team threw me when I was pregnant with my first son. They went above and beyond and surprised me with a special lactation and nursery room in our office, with many special hand me downs from the team. It truly felt like I had a village.”
“Second, would be a day in the middle of the pandemic when the whole team decided to surprise our warehouse team, who had been working every day tirelessly to fill orders while the rest of us were quarantined at home. We ended up doing a caravan parade of about 30 cars, all of us made signs and pulled up to the warehouse cheering for them. We presented extra bonus checks to all of them and there were so many tears shed. We were all so moved by the gesture and how connected we all felt during such a tough time.”
Core Products
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What are the company’s core products and features? Kaderali explained:
“Our core products are the ones that a new parent needs in their toolkit from the start: Gripe Water, Vitamin D, Gas Drops, and Probiotics. We pride ourselves on using natural and organic ingredients when we can and keep the ingredients safe, effective, and simple.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Kaderali acknowledged:
“Like many companies we have seen economics, tariffs, and politics affect store traffic at our national retailers. We like to work collaboratively with our retailers to adjust pricing where we can, to keep our products affordable and accessible to all new parents.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Kaderali noted:
“This is a never ending area that keeps changing and has more for us to learn. We need to keep up with our consumers-in the way they shop and search! And our systems have had to change-from desk phones to cellphones, desktops to laptops etc. The biggest shift within our technology was integrating an ERP system.”
Significant Milestones
What have been some of the company’s most significant milestones? Kaderali cited:
“One of our biggest wins was achieving a five year plan to hit $50 million in Gross Sales. When we set out to do that, it was a lofty ambitious goal, but we roadmapped it and hit every single milestone along the way. Within a few years of that, we partnered with Swander Pace Capital, which was also a huge success for our family owned business.”
Customer Success Stories
Can you share any specific customer success stories? Kaderali highlighted:
“A major milestone was when we launched Gripe Water at Walmart in 2011. We were approached to fill a gap at shelf and suddenly had full store distribution within 6 weeks and the product flew off the shelf! This success enabled us to think deeper on innovation and where we could take the brand.”
Total Addressable Market (TAM)
What total addressable market (TAM) size is the company pursuing? Kaderali assessed:
“The baby & kids wellness category is large and spans a number of categories. One way we think about it is that there are approximately 4 million births in the USA per year, and around 32 million American households with children under 12.”
Differentiation From The Competition
What differentiates the company from its competition? Kaderali affirmed:
“Our tag line is Mom-Designed, Peace of Mind – and this reflects how different we are as a company that is very much parent led. We use our mom wisdom to help with innovation ideas, how to make the products easier to use, and how we connect and market to moms (as we are moms too). I do believe this sets us apart from big corporate companies who don’t have the ability to really understand their consumer. And we don’t just understand them, we have a passion to truly make motherhood easier and more blissful.”
Future Company Goals
What are some of the company’s future goals? Kaderali emphasized:
“We are always excited for innovation and right now we are excited to keep up the momentum with our kids products!”
Additional Thoughts
Any other topics you would like to discuss? Kaderali concluded:
“An area I am passionate about is encouraging other small-mid size businesses to truly embrace the parents that work for them. I believe a workforce and cultural shift is needed, to allow parents to be parents at work, and not be discounted from bonuses and career achievements because they prioritize their family. It’s better for everyone’s mental health and employee satisfaction when a company celebrates parents and is compassionate toward sick days with kids, time off for parent-teacher conferences, etc.”
