How Baby-Led Weaning Crossed the Chasm—and What Startups Can Learn

If you have proximity to the baby products industry, you’ve probably heard of baby-led weaning (BLW) by now. New parents are embracing it with enthusiasm, and products—even entire companies—are springing up to support this popular method of infant feeding. If you’re outside this space, here’s what you should know: baby-led weaning is a method that skips traditional purees and lets babies feed themselves with manageable pieces of solid foods from the start. It’s a method that has redefined mealtime for infants, shifting the focus from spoon-feeding to self-feeding.

What makes BLW particularly compelling is how it grew from a niche concept into a mainstream approach, illustrating a powerful growth model for startups and new ideas alike. Using the Crossing the Chasm framework, we can map BLW’s rise to widespread acceptance—and see how founders in any field, especially those in the baby industry, can adopt a similar trajectory by cultivating early adopters, crossing the credibility chasm, and ultimately reaching the mass market.

Here’s how BLW followed this model and what we can learn from its path to popularity.

Stage 1: Innovators—The First Few Pioneers

Who They Are Innovators are the first to explore a new idea, drawn by curiosity and the potential for high rewards. These early advocates are often the risk-takers willing to try unproven ideas, whether that’s the newest tech tool or a unique parenting method.

BLW Example For BLW, Innovators were a small group of parents who embraced the idea before it was widely recognized. They felt intuitively that letting babies self-feed made sense and were willing to go against the traditional norms of spoon-feeding. These early adopters experimented with BLW in the early 2000s, largely driven by anecdotal success and small-scale research.

Takeaway for Startups To spark initial interest, entrepreneurs need to connect with these visionaries who are willing to test an unproven product. This might mean reaching out to a tight-knit community, whether through forums, grassroots events, or early testing opportunities, to gain invaluable feedback from those excited about new ideas.

Stage 2: Early Adopters—The Influence Makers

Who They Are Early Adopters are influential consumers who are open to new approaches, particularly if they align with their values. They are critical to a product’s growth because they have a visible impact on those around them and help build credibility for the idea.

BLW Example The Early Adopters of BLW emerged after the concept was formalized in 2008 by British midwife Gill Rapley. This group saw the potential developmental benefits of self-feeding and quickly adopted it, sharing their experiences in online parenting groups, blog posts, and books. These influencers in the parenting world helped educate others on the safety and benefits of BLW, sparking curiosity in a wider audience.

Takeaway for Startups Identify Early Adopters who are vocal and respected in their communities. Early Adopters are powerful advocates, especially in industries like baby products, where word of mouth is paramount. Partnering with these advocates early can amplify your product’s reach and authenticity, building a foundation for future growth.

Stage 3: Crossing the Chasm—Finding Market Fit and Credibility

What It Is The “chasm” is the most precarious stage in Moore’s model. Here, ideas often fail to gain traction with the broader market because mainstream customers need more evidence of value, safety, and reliability.

BLW Example For BLW, crossing the chasm involved overcoming concerns about choking and nutrition. At this stage, pediatricians and nutritionists began examining BLW and publishing studies, offering credibility to the method. Social media, especially Instagram, played a crucial role by normalizing BLW through visual stories shared by parents and influencers, making it look safe, practical, and even fun. The presence of experts backing the method helped reassure a skeptical majority, bridging the gap between the curious and the cautious.

Takeaway for Startups Crossing the chasm requires a well-structured approach to building credibility. At this stage, your startup should focus on data, testimonials, and endorsements from respected voices within the industry. For baby products, this could mean collaborating with pediatricians, safety advocates, or parent influencers who can validate your product’s effectiveness and reliability.

Stage 4: Early Majority—Building Mainstream Momentum

Who They Are The Early Majority is practical and takes a “wait-and-see” approach. They need the assurance that the product or method is tested, reliable, and valuable.

BLW Example The Early Majority for BLW consisted of a wave of parents who were encouraged by the method’s credibility and widespread social media presence. As scientific research continued to highlight the benefits of BLW—such as supporting self-regulation and motor development—BLW became less of an experiment and more of a trusted option. Books, pediatrician recommendations, and family advocates further normalized it, making it a mainstream choice in parenting.

Takeaway for Startups At this stage, prioritize providing resources, support, and education that make it easier for this group to adopt your product confidently. Establishing comprehensive how-to guides, offering customer support, and showing that others in the mainstream are successfully using your product can make adoption feel safe and approachable.

Stage 5: Late Majority—The Broader Adoption Wave

Who They Are The Late Majority is the most cautious, waiting until they feel there’s no longer a risk to adopting the product. They usually join only when the product has become an industry standard.

BLW Example BLW reached the Late Majority as it became a routine option discussed in pediatric clinics, parenting magazines, and major social platforms. By this point, BLW was widely accepted as a feeding method with proven benefits, and its adoption spread to even the most traditional households.

Takeaway for Startups This phase is about reinforcing trust and reliability, showing that your product has withstood the test of time and user demand. Providing customer success stories, a well-documented history of safe usage, and continued improvements based on user feedback will support Late Majority adoption. Your product should now feel like a “safe bet,” and any remaining barriers to use should be minimized.

What We Can Learn from Baby-Led Weaning

The story of BLW’s rise to popularity is one of patience, strategic credibility-building, and the power of community influence. Startups in the baby industry, especially, can look to BLW’s path as a roadmap: start by cultivating passionate early adopters, work diligently to cross the credibility chasm, and build systems of trust as you expand into the mainstream.

By understanding these stages and identifying where your startup sits within them, you can set goals that resonate with each new audience you’re trying to reach, ensuring that your growth is sustainable and scalable. Just as baby-led weaning went from being a niche parenting choice to a household term, the right mix of advocacy, credibility, and support can help any startup find its place in the mainstream.