Gerber sold adult food in baby jars — singles wanted nothing to do with it

In 1974, Gerber — a company synonymous with baby food — launched 'Gerber Singles,' a line of single-serving, ready-to-eat foods packaged in the same glass jars used for baby food but aimed at adults. The target market was college students and young singles living alone. The tagline was: 'We were good for you then, we're good for you now.' The idea was that adults who had grown up on Gerber baby food would welcome the convenience of single-serving meals in familiar packaging.

The product flopped immediately. As Business Insider later summarised: 'Packages of meat mush didn't exactly scream cool to young singles.' The problem was twofold: first, the packaging was indistinguishable from baby food, making adults feel infantilised eating it; second, the product itself — pureed meat and vegetables — was unappealing compared to the frozen dinners and canned soups that were already available. Gerber Singles was discontinued within a year and is now remembered as one of the classic brand extension failures.