Serenity Kids is committed to the health and safety of babies because #EveryBiteCounts®

5-Star Quality Standards: The ingredients that create each & every one of our products matter to us⁠—a whole lot. We have developed a state-of-the-art quality program that is second to none; high-quality standards for your babies and ours.

Heavy metals: Due to a long history of soil and water contamination, heavy metals are naturally found throughout the food supply chain. Because of that, we go above and beyond (and always have) to test for heavy metals in our entire product collection.

Regulations: As of today, the FDA does NOT have standards and benchmarks to regulate heavy metals across all baby food segments, only on certain heavy metals within certain segments. Because they don't, we've created our own program using EU standards and guidelines as best practices.

Triple-tested for quality: We do everything we can to ensure our ingredients and products are safe for little ones. We have a thorough process to review and test the composition of our products. We source high-quality ingredients, review results of the raw ingredient testing, test final products (a few times), and we're independently tested by Clean Label Project.

Why are there heavy metals in baby food?

Heavy metals are naturally occurring in the environment due to decades of pollution and contamination of our waters and soil. It’s nearly impossible to have a product that is completely free from metals unless it is highly processed and refined. 

Currently, the FDA only regulates some heavy metals for infant formulas and cereals, but not in baby food purees— a very large segment of the baby food category. There is NO label warning or requirement for heavy metals in baby foods.

Serenity Kids Advocates For Better Guidelines

We are dedicated to the future of safe baby food. In November 2021, Serenity Kids was one of only two baby food brands to show up and speak up at the FDA's  "Closer to Zero Action Plan: Impacts of Toxic Element Exposure and Nutrition at Different Crucial Developmental States" virtual meeting in support and advocacy of new regulations on heavy metals in baby food. This meeting was to discuss the scope of the FDA’s action plan (steps the agency will take to reduce exposure to arsenic, lead, cadmium, and mercury from foods eaten by babies and young children) and its timing.

In March 2022, we announced our full endorsement of the New York Attorney General's petition to the FDA urging the organization to take immediate and stricter regulatory action to protect the health and well-being of infants and toddlers from toxic heavy metals in packaged baby food products. However, in early May 2022, the FDA denied the petition.

We will persistently advocate for baby food regulations and standards and continually ensure Serenity Kids products meet your high standards—and ours. We use EU standards as a benchmark and we fall well below those numbers; we do everything we can to provide the safest and cleanest products for our little ones and yours. 

The FDA's Current Targets

We need the FDA and the industry to move this along faster and with stricter regulations, in all efforts to tighten and implement heavy metals regulations that will help the next generation.

Phase 1 (April 2021-April 2022)

- Propose for Lead: Draft action levels for categories of foods consumed by babies and young children.

- Result: Provided draft action levels for lead in juice only. There is no further indication of action levels for lead in any other categories for babies and young children.

Phase 2 (April 2022-April 2024)

- Propose for Arsenic: Draft action levels for categories of foods consumed by babies and young children.

Phase 3 (April 2024-beyond)

- Propose for Cadmium & Mercury: Draft action levels for categories of foods consumed by babies and young children.

We're Speaking Up & Speaking Out

Watch Serenity Kids in the press advocating for better FDA guidelines for baby food.

We're urging the FDA to regulate heavy metals in baby food; check out what we have to say about backing the petition started by the New York Attorney General Letitia James in this segment on Fox 7 Austin + Libbi Farrow + our co-founders, Joe Carr & Serenity Carr.

Serenity Kids was the only baby food company to speak at the FDA's Closer to Zero Action Plan: Impacts of Toxic Element Exposure & Nutrition at Different Crucial Developmental Stages for Babies & Young Children public meeting in November 2021. Watch Serenity's public testimony on the Closer to Zero action plan as it relates to the impacts of toxic element exposure & nutrition at different crucial developmental stages.

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What We're Doing that Other Brands Aren't

Our nutritional focus is unlike any other brand in the category with a leading emphasis on healthy protein and fats and a savory, delicious taste as our key differentiating points versus most of the baby and toddler food category that is full of sweet, sugar fruit-based foods and snacks.  

The quality of our products matter and are very important as we feed all the little ones out there. We have a robust quality control program and practices to monitor heavy metals in the development and production process. As a startup company, finding the resources and capital to monitor and reduce heavy metals in our products was almost impossible, but we knew it was absolutely necessary for the safety of our consumers.

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