As smaller companies began making significant inroads into the baby food market, Gerber quickly moved to develop their own line of organic purees. In order to compete directly with these rising brands, a decision was made to offer four new segments in the same pouch package currently used by their competitors. A leafy green theme, eye-catching ORGANIC logo, and colorful stock photo compositions made for a bold statement, securing Gerber a strong new presence in the organic baby aisle.