It was food in glass jars targeted to college students and adults living on their own for the first time. One marketing tag line was "We were good for you then, we're good for you now." According to Business Insider, Gerber believed that there was a market for single serving, ready to eat foods similar to ready-made baby food.
The target audience consisted of college students and adults living independently. A marketing slogan emphasized the product's continued benefits. According to Business Insider, Gerber saw an opportunity in single-serving, ready-to-eat foods like prepared baby food.