Gerber launched a new product line for toddlers called Get ‘Ems – small, poppable snacks designed for little hands and on-the-go parents. The concept? Smart. The packaging? Cute. The marketing? Disappointing.

If you’ve been following Gerber’s social media lately, you’ve probably noticed the trend:

• “…made with the good stuff moms love too”
• “…Mom’s stamp of approval”
• “Nice choice, Mom”
• #momapproved

The implication is loud and clear: when it comes to feeding toddlers, Gerber sees moms – not parents – as the default audience.

This kind of gendered marketing isn’t new. But it’s especially disheartening coming from a legacy brand like Gerber, which has the reach and influence to shape how we think about modern parenting. In 2025, we should be past this old-fashioned stereotype.

The truth is: dads buy snacks too. Dads do school pickup. Dads pack the diaper bag, prep meals, and handle snack time in the minivan.

Dads aren’t fringe players in the parenting game – they’re in it, every day, just like moms.

So when a major brand rolls out a new product and makes a big splash across Instagram, TikTok, and Facebook with mom-only messaging, it sends a signal. Not just to fathers, but to kids, and to the culture at large: “Only certain customers matter.”

But here’s the thing: parenting isn’t a marketing niche carved out just for women. It’s a shared experience that deserves inclusive language and thoughtful messaging.

Imagine if Gerber said:

• “…made with the good stuff parents love too”
• “…A parent’s stamp of approval”
• “Nice choice, Mom & Dad”
• #parentapproved

Not only would that resonate with modern families – it would reflect the reality of how parenting works now. Tradition runs deep, but that’s no excuse to keep leaving dads out of the frame.

Brands like Gerber have an opportunity (and frankly, a responsibility) to lead with messaging that reflects today’s diverse parenting landscape. Because the more dads feel seen, that’s good for everyone – kids included – because it strengthens families. And for companies, it maximizes ROI.

Gerber, we’ve been through this before, so here’s a tip: Next time you’re brainstorming social media posts, try ones that don’t assume who’s doing the snack run.

Dads see the Get ‘Ems. They just want to be seen, too.