Atlanta Parents Create Innovative Baby Nutrition Brand to Address Food Allergies

Atlanta Parents Revolutionize Baby Nutrition to Combat Food Allergies

In the vibrant city of Atlanta, a remarkable journey is underway that highlights the determined spirit of parents aiming to tackle the growing issue of food allergies. Catherine and JJ Jaxon, seasoned parents of three, have turned their personal struggles with allergies into a mission that could ultimately change the landscape of baby nutrition.

A Pivotal Moment

The Jaxons’ journey began in 2009 when they welcomed their first child, Niall. As new parents, they adhered diligently to pediatrician recommendations, which meant steering clear of any allergens—notably peanuts and tree nuts. However, the family’s world took a dramatic turn when Niall, at the tender age of three, tried a walnut for the first time. “We quickly realized she was severely allergic,” Catherine recalls with vivid recollection. The sight of her little girl breaking out in hives and experiencing swollen eyes was a moment that would forever reshape their parenting approach.

From that day on, EpiPens became a constant companion in the Jaxon household, finding their way into every diaper bag and backpack. Fast forward to 2015, when the couple welcomed their third child into the world. During this time, the medical community’s stance on food allergies began to shift, thanks to groundbreaking studies led by London researcher, Dr. Gideon Lack. His findings suggested that early and consistent peanut consumption might actually help prevent allergies. With this new insight, the Jaxons decided to take proactive steps to safeguard their growing family.

The Birth of Mission MightyMe

Catherine and JJ quickly realized that following this new medical guidance wasn’t as straightforward as it seemed. “Nuts can be a choking hazard for babies who don’t have teeth, and the baby food aisle is often allergen-free,” Catherine explains. This led to a light bulb moment: they could create a solution that not only aligned with the latest research but also made it easier for parents like them.

Thus, Mission MightyMe was born, with the goal of tackling the food allergy epidemic. They teamed up with Dr. Lack, who joined as a co-founder in 2018, and also collaborated with Todd Slotkin, a co-founder of Food Allergy Research & Education. Together, this dynamic group spent two years developing a unique product: quick-dissolve nut butter puffs made from peanuts and various tree nuts.

A Challenging Launch

They officially launched their products online in March 2020—just as the world was shutting down due to the pandemic. “Growth was slow at first; nobody’s walking past your website,” JJ shares, reflecting on the challenges they faced. Not only were they navigating the complexities of starting a business, but they were also trying to homeschool their three children—a combination of chaos that they’ll never forget.

Despite a shaky start, the reception was primarily positive, though it required some education for consumers. “At first, I think a lot of people thought we were crazy,” JJ admits. “For so long, the guidance had been, ‘Don’t give babies any nuts.’ But when you actually explain the research to someone, they typically get it. It makes sense.”

Growing Success

As parents began to understand the groundbreaking research supporting the early introduction of nuts, online sales began to blossom, doubling each year since their launch. This fall, the Jaxons shared thrilling news: they would debut their product in brick-and-mortar stores across the country, specifically at 200 Target locations, including several in Atlanta. “When we found out about Target, I’m pretty sure I did a happy dance,” Catherine confessed. “It felt like a huge step for our mission. Target is how you reach a mass market; we never wanted this to be a niche product.”

A Vision for the Future

The Jaxons are driven by a genuine desire to save other families from experiencing the fears and challenges they faced with Niall’s allergies. “Over the next decade or so, I believe we’re all going to watch the rates of these food allergies drastically come down,” JJ predicts with optimism. “It’s very doable, and we’re really excited to be a part of it.”

As they continue their journey, the Jaxons embody the spirit of resilience and innovation that is essential in helping parents raise healthy, happy children in a world where food allergies are becoming increasingly common.