Serenity Kids Grows Sales by 74% YoY* on Instacart  

In this success story about working with Instacart Ads, we look at how Serenity Kids has consistently grown their sales and ROAS on Instacart – to become a top emerging brand.  

Serenity Kids makes premium baby food that features balanced macronutrients, low sugar content, and quality protein and fat. Their products include puree pouches with meats that are ethically sourced from farms that practice regenerative agriculture, dairy-free smoothies with protein from collagen, grain-free puff snacks, and a grass-fed A2 whole milk formula. 

Serenity Kids Delivers a More Convenient Customer Experience By Selling Their Products Online

Serenity Kids successfully launched their products nationally in 2019 after winning distribution at a national grocery retailer. While this represented a major milestone for their growing brand, they recognized online grocery as an opportunity to provide more convenience for their customers.

“Working with Instacart has allowed Serenity Kids to provide a more holistic shopping experience for our consumers,” said Jennie Shen, Director of Brand Marketing, Serenity Kids. “We’re able to provide a large selection of our nutrient-dense foods through a user-friendly platform and support consumers by giving them some time back in their day.” 

Advertising on Instacart Offers the Perfect Opportunity to Reach More Customers

Recognizing the importance of online advertising to attract new customers and increase brand awareness, as well as the growing trend of shopping for groceries online, Serenity Kids began heavily investing in advertising on Instacart with sponsored product ad campaigns and promotions.

Since 2020, Serenity Kids has seen very positive success, including consistent quarterly growth, an increase in category share, increased distribution and sales velocity, and increased sales and trials on products they ran promotions on.

2022 Media Investments Lead to 74% YoY Increase in Sales

With a strong overlap between their target audience and the demographics of Instacart users, Serenity Kids took full advantage of as many opportunities to advertise on Instacart as possible. Starting in 2022, Serenity Kids expanded their advertising to include sponsored product ads, promotions, shoppable display ads, and brand pages. 

These efforts have continued to pay dividends, starting most notably in Q4 2022, when revenue increased by 251% in one quarter, and its ROAS increased by 193%. New-to-brand sales made up 18% of Serenity Kids’ total sales in Q4 on Instacart. This success also landed Serenity Kids 12th on Instacart’s Emerging Brands list in 2022. The success has continued through 2023, with the latest numbers showing a 74% YoY increase in sales.

“Advertising on Instacart increases our brand visibility across the platform and awareness of our availability in retail locations nationwide,” Jennie explained. “As we continue to grow, we look forward to our evolving partnership with Instacart to get more nutritious foods into the hands of parents and babies.” 

^*Prior results do not guarantee future outcomes. This post contains third-party claims and advertisements.  Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.

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Serenity Kids is on a mission to make children healthier by offering nutrient-dense foods that taste great to kids and are convenient for parents. They highlight the intersection of the health and wellbeing of children, families, animals, farmers, our employees, and the planet. All of Serenity Kids’ products are third-party tested for heavy metals through Clean Label Project and have received Purity & Pesticide Free Awards. You can find Serenity Kids in over 17,000 stores nationwide. More information available online at www.MySerenityKids.com. 

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Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.