BLW Meals: Starting Solids

What it does

BLW Meals is a comprehensive guide for parents navigating the process of introducing solid foods to their babies through baby-led weaning. The app provides a vast library of age-appropriate recipes and foods, complete with detailed instructions on preparation and serving. It also includes structured meal plans, a first-foods checklist, and educational content on topics like allergens to help parents feel confident and organized.

Where it shines

BLW Meals excels by turning a potentially stressful parenting phase into a structured, manageable experience. The "First Foods Checklist" (06:28) is a standout feature, providing a clear and satisfying way to track a baby's food journey. Another highlight is the practical "What do you have at home?" recipe finder (04:30), which lets parents search for meals using ingredients they already have, a huge time-saver. The app's educational depth is also notable, with features like the allergen quiz (05:14) that actively engage and inform users.

UX highlights

The main dashboard (00:26) is well-organized, offering clear entry points to the Food Library, Recipes, and the Starting Solids Guide.
The filtering system for both foods (01:52) and recipes (03:42) is extensive, allowing users to narrow down options by age, meal type, ingredients, and even dietary restrictions.
Interactive checklists (06:34) provide immediate visual feedback, creating a sense of progress and accomplishment.
Each food item in the library includes rich, actionable content, such as preparation videos and nutritional information, all on one scrollable screen (01:38).
The app allows users to save favorite items (04:04) and add personal notes (07:56), adding a valuable layer of personalization.
Content is clearly approved by dietitians and pathologists (01:46), adding a layer of trust and authority to the information provided.

Monetization & growth

The app employs a hard paywall model. After a brief onboarding carousel, the user can browse top-level categories but must sign up and subscribe to access any detailed content. The paywall appears at 02:44, presenting two subscription options: a popular annual plan and a monthly plan, both with a free trial. The screen uses strong social proof, including scrolling testimonials and star ratings, to build trust and encourage conversion. The purchase is confirmed through the native iOS payment sheet.

Who it’s for

This app is clearly designed for new parents or caregivers who are starting the journey of introducing solid foods to their infants, specifically those interested in the baby-led weaning (BLW) method. It caters to users who value expert guidance, structure, and a comprehensive resource to reduce the anxiety and guesswork associated with this developmental stage. The features also appeal to busy parents who need quick, practical meal ideas based on what they have on hand.

Notes & opportunities

The user journey from first open to full access is quite long, involving an onboarding carousel, a forced sign-up, and a subscription. At 00:25, the user lands on the dashboard but tapping any meaningful content (e.g., at 00:35) triggers a navigation that ultimately leads to the sign-up gate at 01:02. This could create some initial frustration. Offering a more limited but functional free experience before requiring a full commitment could be an area for experimentation to potentially improve initial user retention.