Piccolo has entered the chilled aisle for the first time, launching a 17-strong range of nutritious ready meals, yoghurts and mini pizzas, exclusively available at Morrisons.
The move marks a significant expansion for the baby and kids’ food brand, which until now has traded solely in ambient, and reflects growing demand for convenient chilled options that deliver age-appropriate nutrition for young children.
CATEGORY OPPORTUNITY
While chilled ready meals remain a major footfall driver for retailers, options designed specifically for children aged 1+ remain relatively underdeveloped, often limited in range, difficult to locate in-store, or simply scaled-down versions of adult meals.
This has created a clear gap between baby food and family ready meals, at a time when parents are looking for convenient solutions that still meet nutritional expectations for growing children.
Piccolo’s entry into chilled aims to address this white space, bringing clarity, choice and nutrition leadership to a fragmented part of the aisle. Importantly, Piccolo is the only kids’ ready meal brand that will fully meet the voluntary baby food regulations that were published in August 2025, positioning the brand as a forward-thinking and compliant choice for parents who want peace of mind now and in the future.
NUTRITION-LED DIFFERENTIATION
True to the brand’s roots, nutrition has been central to the development of every product in the new range.
Made fresh in the UK and developed in collaboration with Piccolo’s nutritionist, each recipe is made with natural ingredients, contains no added sugar, and delivers purposeful nutrition such as protein, iron, fibre, vitamin c, vitamin d, zinc – as well as providing up to 3 of 5 a day.
Portions are tailored for little movers aged 1-5 and big kids aged 3-8, recognising that children’s nutritional needs, and appetites, differ significantly as they grow.
Piccolo’s range goes above and beyond the current standards, offering parents reassurance that every child product is future-proofed to meet evolving nutritional expectations for young children.
RANGE OVERVIEW
The 17 SKUs span multiple chilled sub-categories, designed to fit naturally into everyday family routines.
The range includes:
- Chilled ready meals for easy after-nursery and school dinners
- Grab-and-go yoghurts for snacks and lunchboxes
- Mini pizzas with hidden vegetables to bring added goodness to familiar favourites
