Plum Organics offers healthy food for kids [...] when the couple became parents about nine years ago, they sought to feed their children healthy foods. The Emeryville startup makes baby food and toddler and kids' snacks such as pouches of pureed blueberry oats and quinoa for babies and squeezable oatmeal for older children, which are available at Whole Foods, Target and Safeway. "There is a gap for something that is healthy, accessible and convenient, without the trade-off of most convenience foods," said Grimmer, a former executive at Clif Bar and Ideo, the Silicon Valley design and consulting firm. Though the number has leveled off in the past few years, about a quarter of the U.S. population eats something organic regularly, said Harry Balzer, chief industry analyst at NPD, a market research firm. Plum Organics is also addressing increasing concerns about childhood obesity and parents looking for alternative, easy-to-pack snacks. In what turned out to be a momentous decision, the company moved away from the traditional plastic or glass jar and began offering baby food in the form of the squeezable pouch already popular with older children. [...] the company said that it minimizes the natural sweeteners it uses and balances it with organic fruits, vegetables and grains. It introduced a small plastic spoon that is attached to the pouch so caregivers can easily feed young babies while they're on the go. If you look at the center aisle of the grocery store and ask, 'Is it better for people's health or is it better for the environment?' and the answer is no, then there's an opportunity for reinvention, Grimmer said.