Customer Case Study: tinynosh

Building It Right From the Start: How tinynosh Uses ENTR for Product Development

tinynosh
Baby Food Company

Interviewee: Axel Marko, Co-Founder

For tinynosh, getting nutrition right was part of the product from day one.

The early-stage baby food company is building a line centered around transparency and thoughtful nutrition, with products designed alongside pediatric nutritionists and extensive third-party contaminant testing with published results.

That meant nutrition analysis and compliant labeling weren't something the team wanted to figure out later.

As Co-Founder Axel Marko put it:

"We wanted to do things right from day one."

The Challenge

tinynosh started with nutritional goals in mind - from protein and iron targets to keeping sugar within specific parameters.

But creating a product that looks good nutritionally on paper is only the beginning.

Once formulations moved into the kitchen and eventually into production, the team needed to make adjustments for things like texture and pH, without losing sight of the nutritional profile they had worked to create.

Their first nutrition software also proved difficult to work with.

Coming from a technology background, Axel wanted something that felt more like the modern software he was accustomed to using.

"When we used ENTR, it just felt like more modern software."

The Solution

Formulating With Nutrition in Mind

tinynosh uses ENTR throughout the formulation process to understand how changes to a recipe affect its nutritional profile.

The team might develop a formulation that hits its nutrition goals, for example, only to discover in kitchen trials that the texture is too thick or the pH needs to change.

ENTR allows them to adjust ingredients and quickly understand the nutritional impact of those changes.

Axel described it as a way to bridge the gap between where the team wants a product to be nutritionally and what works in real-world production.

That has helped tinynosh iterate quickly while keeping nutrition and labeling requirements in view throughout development.

A Foundation for Growth

tinynosh is still early-stage. It launched with three SKUs and recently began rolling out to retail stores across California. The team plans to add additional products as the business grows.

Rather than waiting for a larger product portfolio to introduce formulation and nutrition software, the team chose to establish that infrastructure from the start.

Today, ENTR gives tinynosh a centralized way to evaluate formulations, understand nutrition, and generate compliant labels as products evolve.

“It helped us iterate quickly and see how each tweak to a formulation would play out."

The Takeaway

For tinynosh, ENTR isn't about replacing a complicated process after years of growth.

It's about getting it right from the start.

By building an organized ingredient and formulation database, and including nutrition analysis into product development from the beginning, the team can focus on creating products that work in the real world, while staying aligned with the nutritional standards behind the brand.

As tinynosh expands beyond its first three SKUs, that foundation is already in place.