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By the mid-1970s, Gerber found itself grappling with a downturn in sales as the boom in baby food consumption declined. With fewer babies being born and the demographic of previous customers moving on to adulthood, Gerber needed an innovative solution to reignite interest and revenue. The decision to market baby food as a meal solution for adults was a bold move, but one that dismantled years of branding efforts solely aimed at infants and toddlers.