The 2023 Gerber baby is a ‘sweet, smiley’ rainbow baby

Every year Gerber announces their new “spokesbaby” and if you thought they couldn’t get any cuter, well, let me introduce you to the 2023 Gerber baby.

Madison Mendoza comes from a military family, her parents are first-generation Americans with roots in the Philippines and she’s a rainbow baby, TODAY reports.

Just like the 2022 Gerber baby, Isa, who made Gerber history as the first “spokesbaby” with a limb difference, Madison is also a first. Madison, who goes by Maddie, is a rainbow baby. Her mother Crystal had her after experiencing a pregnancy loss.

Maddie’s mom, Crystal, says that winning the Gerber contest is like “winning the lottery for babies.” Maddie’s dad has served in the U.S. military for 16 years and both of her parents have fathers who are Navy veterans. Her parents say Maddie’s win is a win for all military children who don’t often get recognized for their sacrifices. “We are supporting them and there for them, and acknowledge what they go through,” they said.

Madison is just 10 months old. Her new role as the Gerber “spokesbaby” comes with some perks. As the official taste-tester, she’ll get to try new baby food products. She’s also the “Chief Growing Officer” and as such she’ll get a new wardrobe from Gerber’s clothing line, a year’s supply of Gerber products and a $25,000 prize. Gerber will also donate $25,000 to the March of Dimes’ maternal and infant health programs and $5,000 to Operation Homefront, which supports military families.

Gerber also introduced a twist to the annual contest. This year, parents were invited to send in their own baby pictures as well.

Gerber

On the left is the 2023 Gerber baby, Maddison Mendoza. On the right is her mom, Crystal, pictured in 1987! The family resemblance is unreal!

When Maddie was born she had trouble breathing and needed supplemental oxygen. After just a few nights, she tore off her tubes and breathed just fine on her own. “She was able to tell us when she was ready to go home,” her father told TODAY. “That kind of aligned with her adventurous, independent spirit.”

Gerber President and CEO Tarun Malkani said, “This is truly the best part of my job. All babies are perfect, we know that, but I think Maddie really captured our hearts. We’re super proud to have her represent us.”