When it comes to baby food in Pakistan, parents often find themselves stuck between quick convenience and real nutrition. That’s where Yumkins steps in, a brand started by Hira Mubeen, a young nutritionist determined to provide healthier, cleaner options for kids.

Hira’s inspiration came during her time at the National Hospital in Faisalabad, where she noticed how children’s diets filled with sugars, preservatives, and artificial additives were causing health problems at an early age. Instead of just observing the issue, she chose to act. Together with nutrition experts, she developed natural baby cereals made with simple, wholesome ingredients that parents could trust.

From Beany Rice to Wheaty Almond, Yumkins introduced flavors that support healthy growth and brain development, while keeping nutrition simple and natural. Parents quickly began to notice the difference, not just in the food itself, but in the brand’s commitment to keeping things natural, safe, and thoughtful.

Hira’s story isn’t just about building a business, it’s about breaking barriers for women entrepreneurs in Pakistan. At a time when women-led startups face challenges such as access to funding, limited opportunities, and societal perceptions, Hira proved that with resilience and purpose, women can lead ventures that create lasting social impact. Yumkins is not only nourishing children, it is also reshaping how we see women founders driving innovation in Pakistan.

That’s where NIC Faisalabad became her launchpad. The incubator didn’t just provide space, it provided a roadmap. With their strategic guidance, Yumkins refined its business model, built stronger connections with parents across the country, and steadily grew into a trusted name. Along the way, they created a vibrant online community where parents could find nutrition tips, recipe ideas, and encouragement, transforming Yumkins from a product into a movement.

At its core, Yumkins has always been about more than business. It’s about creating a healthier future, one child at a time. Because when women lead with vision and purpose, they don’t just start companies, they change lives.