The baby food and early childhood nutrition sector — infant formula, follow-on milk, baby purees, homogenised foods, toddler snacks — is one of the most heavily regulated and sensitive segments of advertising. Brands like Nestlé (NAN, Nestum), Mellin, Plasmon, HiPP and Danone (Aptamil, Nutricia) run campaigns with highly specific casting requirements and strict regulatory constraints.
Parents with infants and toddlers (0–3 years): the most requested profile. Children must be the actual children of the parents on set or sourced through specialist baby modelling channels. The authenticity of the parent-child bond is visible on camera and cannot be replaced by separately cast adults. TOAgency coordinates the casting of complete family units for this type of production.
Mothers with newborns or infants: some formula and milk campaigns feature feeding moments — bottle, spoon, highchair. Casting requires mothers (ages 25–38) with a natural, authentic look, able to manage their child calmly on set despite crew and lighting conditions.
Children 6 months–3 years for tasting scenes: purée, baby food and toddler snack campaigns require children who eat the product on set. This type of casting demands food safety attention, parental consent and the presence of a paediatrician or nutritionist on set when required by the brand’s protocol.
See also our guide to child and teen models in Italy and our guide to baby, newborn and maternity campaign talent.
Advertising for early childhood nutrition products is subject to strict regulation: EU Directive 2006/52/EC and its Italian transposition prohibit consumer-facing advertising of infant formula (0–6 months). Campaigns for follow-on formula (6–12 months) and other baby food products are permitted but subject to restrictions on health claims. TOAgency does not provide regulatory advice but supports productions with correctly classified talent profiles aligned with applicable rules.
Contact us via our B2B quote form specifying: product type, required child age range, campaign format and any brand-specific regulatory requirements. The TOAgency team replies within 24 hours with a tailored proposal.