Seun Sangoleye is the founder and CEO of Baby Grubz, a baby food company founded in 2013.

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The Sangoleye company relies heavily on natural local ingredients and traditional recipes for baby food and has recorded extraordinary success.

Her path from computer science graduate to entrepreneurial nutritionist began in 2012 when she became a mother for the first time.

Sangoleye is redefining the baby food business in Nigeria Credit: @afdb
Source: Facebook

Seun remembers:

“I just believed they were born, you nursed them, and then at some point they started eating normal food.”

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The beginning

However, when her growing baby refused baby formula, she was desperate for an alternative. She asked her mother, her mother-in-law, and the women in her church, but none of her suggestions worked.

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She searched for help online, but found no local content on how or what to feed babies.

She said:

“Everything I found online was from the UK or the US, but I noticed that everyone was promoting food purées and I thought, ‘I can do that here!’

Struggling to do well during her son’s complementary feeding phase, she decided to try something herself.

The experiment

Seun created a few different fruit and vegetable puree recipes, including bananas, sweet potatoes, and carrots, for his son to try.

To his surprise, he liked them and wanted more. Thrilled, she became an evangelist for her recipe by talking to other moms who were equally enamored with the recipe. But not everything was successful.

the retrocess

According to her, she discovered that her son developed rickets, a bone disorder caused by a lack of vitamin D, calcium or phosphate.

Concerned, she decided to embark on research, and during the process, she met with dietitians and nutritionists to try to find the perfect formulas.

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This time, he focused on learning more about the nutritional needs of growing babies at each stage of their development.


Finally, he discovered what was missing. Thrilled, Sangoleye became an evangelist for tasty baby food, sharing the information she had with mothers and caregivers on online forums and social media channels like Instagram.

When the testimonials and the level of acceptability poured in, he decided to turn it into a business.

Deciding to start Baby Grubz in 2013, it has grown into a million naira business and gained several accolades from various reputable organizations such as the African Development Bank Group.

Baby Grubz has even expanded distribution to Nigeria, Ghana and other West African mums in the UK looking for familiar foods to feed their babies.

His words:

“I didn’t want to use this information just for my son and the few mothers on the forums. I wanted to do something that could help more African children and mothers.”

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Meanwhile, in another report, a Nigerian man successfully imported Elon Musk’s Starlink network and shared his experience.

The new network will compete for data subscribers with MTN, GLO and other telcos.

The Starlink network is said to provide faster internet speed and it will also have a wider range.