Product Diversification
In 1960, Gerber started selling its baby food in glass jars, which often found new life as a generic household storage item. Soon after, other items such as pacifiers, baby bottles and small baby toys were introduced. In 2003, Gerber partially replaced the glass jars with plastic tubs, for fruits and vegetables. Meats and some fruits are still sold in jars. In 1967, executives at Gerber Products decided to offer a line of life insurance products aimed at young families. Today, the Gerber Life Insurance Company is one of the largest purveyors of direct-marketed life insurance in the United States. Gerber Life currently has more than two million life insurance policies in force, and controls more than $650 million in assets. The company's term and whole life insurance products for adults and children are available in the United States, Puerto Rico, and most of Canada. Gerber Life currently has an A (Excellent) rating with independent rating entity AM Best, the third-highest rating out of thirteen categories.
Early in the 1990s, Gerber tried to enter into the sugar-free food market with a Sugar Free Vanilla Custard flavor, favorable to diabetic babies. The product did not see as much demand as expected, and it was dropped off the supermarket shelves after a few years. Gerber also began to produce juices, which are still being sold as of March 2009. In 1999, Gerber established Gerber Skincare products for babies.
Other Gerber products currently produced include breastfeeding supplies, such as the Premium Feeding System Manual Massaging Pump, as well as baby bottles and nipples. They also market a line of health care products, including Tooth and Gum Cleanser and Vitamin Drops.
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