Childhood obesity is a medical condition that affects children. It is characterized by a weight well above the mean for their height and age and a body mass index well above the norm. Childhood obesity is considered by many to be an "epidemic" in Western countries, in particular, the United States, United Kingdom and Australia. Over 15% of American children are currently considered obese, and the number is growing.

In addition, when it comes to natural products that are designed to be consumed by a baby, utilizing foods and beverages that do not contain such things as hormone enhancements and the like are proving themselves more healthy all of the time.

Baby boomers are also interested in living longer. A Time article stated they fully expect to live to 100. They also want to live better, so when media buying for boomers it’s important to focus on wellness and understand that healthy foods and supplements are important to this group.

Parents are most likely unaware that they may be filling their new child with harmful “food”. They have probably forgone the thought that they’re training their child’s taste buds to crave sodium-filled, preservative-filled, unhealthy, fattening, processed “food” & setting them up for a life-time of health problems, obesity, and bad-smelling farts!