Square Baby's 'Deez Nuts' Campaign Sparks Food Allergy Awareness

Square Baby has launched a bold new campaign titled "Deez Nuts," aiming to raise awareness about the importance of early allergen introduction in infants. The centerpiece is a two-minute rap video featuring toddlers, scientists, and a catchy beat, all emphasizing that introducing allergens like peanuts early can significantly reduce the risk of developing food allergies.

 

The campaign draws on research such as the LEAP Study, which found that introducing peanuts to infants as early as four months old can decrease the likelihood of developing a peanut allergy by over 80%. Since these guidelines were updated, it's estimated that more than 60,000 babies have been protected from potential allergies.

 

Square Baby, founded by Registered Dietitian Katie Thomson and Certified Genetic Counselor Kendall Glynn, has been a pioneer in early allergen introduction since 2018. Their menu includes meals designed to safely introduce eight top allergens, aligning with their mission to provide science-backed nutrition and transparency in the baby food industry.

 

 

 

 

The "Deez Nuts" ad is set to air during halftime of the Big Game in select local markets, with a broader rollout across digital and social platforms. This initiative underscores Square Baby's commitment to educating parents and challenging norms in the baby food aisle.

 

In Bend, Oregon, where Square Baby is based, the community is also focusing on health and nutrition. Upcoming events include the SOUPer Bowl 2026 on February 7, featuring local restaurants' soups, and the Bend Health Fair on May 9, offering health education and resources. These events provide opportunities for families to learn more about nutrition and health, complementing the messages promoted by Square Baby's campaign.

 

For parents interested in introducing allergens to their babies, Square Baby offers resources and meal plans designed to make the process safe and straightforward. By embracing early allergen introduction, families can take proactive steps toward preventing food allergies and promoting lifelong health.