Gerber's Slogans & Taglines

Gerber Products Company is an American baby food and infant care products manufacturer founded in 1927 in Fremont, Michigan, by Frank Gerber as the Fremont Canning Company. Renamed in 1941, the brand pioneered the commercial baby food industry with strained fruits, vegetables, and meats packaged in glass jars. Its iconic Gerber Baby logo, sketched by Dorothy Hope Smith in 1928, became one of the world’s most recognisable trademarks. The company expanded into baby care items including feeding systems, pacifiers, and toys. After becoming part of Novartis through the Sandoz merger in 1994, Gerber was acquired by Nestlé in 2007. Today it holds approximately 61 percent of the U.S. baby food market, distributing products across 80 countries.

Brand messaging has been anchored since 1948 by the iconic promise Babies are our business ... our only business, later simplified to Babies are our business. In 1974, the company briefly tested adult ready-meals under the slogan We were good for you then, we’re good for you now. The 2011 brand evolution introduced the energetic positioning Un-stoppable, while the enduring question Shouldn’t your baby be a Gerber baby? continues to reinforce its identity as the definitive choice for infant nutrition.