While Plum UK had faced some challenges, it had also recently made progress but not at the speed or scale necessary to support a long-term, sustainable business, Plum PBC said in a statement.
“The company plans to complete operations by the end of the summer through a carefully planned and managed scale-back programme designed to minimise impact on its customers,” it added.
“The move in no way reflects the accomplishments of the Plum UK team, which has shown great passion and energy building a brand that is loved by parents and children, and the company is working to assist those affected move on to new opportunities.”
Continue to invest
Plum PBC would continue to invest in growth opportunities in the US and selected international markets, the firm added.
Plum Baby UK was founded in 2004 by Susie Willis and was one of the first organic premium baby food products on the market. In 2013, it became part of Plum PBC.
Wills founded the firm after the birth of her third child left her revisiting retailers’ baby food offerings and thinking “it this as good as it gets?”
“I vividly recall the moment I decided to create a brand of baby food that needed to actually taste like homemade food not processed, tasteless paste,” she said.