Our Mission

Our mission is to raise the standard for baby food by offering complete meals that prioritize animal protein and thoughtfully sourced ingredients so babies can grow stronger and happier.

Our Story

HappiCub began with a simple but, important question: What if the contents in baby food could completely support a child’s development while giving parents complete peace of mind about what ingredients they are feeding their baby?

The idea was first sparked by co-founder Charlie Willsey, inspired by his six-month-old son, Vance. As a new parent, Charlie searched for baby food options that went beyond basic nutrition and instead emphasized thoughtful ingredients, transparency, and support for healthy brain, body, and emotional development. Charlie could not find any current brands that prioritized what babies really benefit from, which is animal proteins and fats, while simultaneously providing all of the five food groups.

In October 2025, Charlie teamed up with Malcolm Mahaney and Aidan Case to bring the vision to life through the University of Wisconsin–Madison Idea to Aisle case competition. Their concept, HappiCub, centered on nutritionally complete purees that emphasized the delivery of animal proteins and fats, crafted with ingredient-level transparency. Out of 23 teams, HappiCub was awarded first place by the Wisconsin School of Business. Following the competition, the team received an official advisorship with HappiCo - the company that sponsored the event - helping solidify HappiCub as a mission-driven brand rather than just an idea.

Today, HappiCub exists to give parents peace of mind by nourishing babies with intentionally selected whole food ingredients that support natural development from the very beginning. We work tirelessly to create the ideal balance of nutrition in every puree, relevant to what babies actually need, considering how each ingredient contributes to a baby’s growing brain, body, and emotional well-being. From sourcing to formulation, every decision is made with purpose and transparency so parents can feel confident in what they are feeding their child.

We believe feeding your baby should be a joyful and reassuring experience, completely free of doubt, and built on trust from the very first bite.

Meet the Team

Charlie Willsey, Co-Founder & CEO

Charlie is a Co-Founder of HappiCub and in his third year at the University of Wisconsin-Madison. Inspired by becoming a first-time dad, and a belief that optimized nutrition creates lifelong outcomes, Charlie's work centers on ingredient transparency and re-thinking what early stage nutrition can look like. Charlie is at the forefront of operations and the management of b2b relationships.

Malcolm Mahaney, Co-Founder & CPO

Malcolm is a Co-Founder of HappiCub and in his first year at the University of Wisconsin-Madison. Malcom is passionate about entrepreneurship and product innovation as he brings perspective as to what an early-stage startup should look like and how to efficiently execute ideas in an environment as competitive as the baby food industry.

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Aidan Case, Co-Founder & CFO

Aidan is a Co-Founder of HappiCub and in his second year at the University of Wisconsin-Madison. With a proficient understanding of financial forecasts and modeling realistic assumptions, Aidan leads the way in exploring expansion opportunities for HappiCub as well as guiding the team on important decisions that effect HappiCub's future. Aidan's guidance is an integral part of the team's success.