Ella’s Kitchen, the UK’s number one baby food brand, today announces the launch of Ella’s Kitchen Kids – a brand-new range created for bigger kids aged 18 months+, marking a major step in its ambition to support families beyond the weaning years.
Designed to match the energy, independence and evolving tastes of toddlers and kids, the new range brings a fresh sense of ‘Kids Attitude’ to the category – combining bold flavours, playful formats and eye-catching design with the nutritional standards parents’ trust.
At the same time, the range has been developed to solve a daily challenge for parents and carers: finding products that deliver on enjoyment, nutrition and convenience – without compromise.
Too often, options for older toddlers sit outside the baby aisle and lean heavily on crisps, confectionery or highly processed products. Ella’s Kitchen Kids aims to change that, offering better-for-you alternatives that fit into busy family life.
The launch signals Ella’s Kitchen’s move into new territory, expanding beyond weaning to help reshape the category. Built on deep consumer insight, the range responds to the reality of modern parenting – where convenience matters, but not at the expense of quality or nutrition.
With more products set to follow later this year in new categories, the brand aims to set a new benchmark for kids eating occasions, supporting independent eating and developing tastes.
The first products on shelves include Crunchy Stix, with flavours including Cheese + Onion, Tomato + Basil, and Pesto, and Wild Crackers in Tomato + Oregano, Pea + Basil, and Carrot + Rosemary.
Perfect for lunchboxes, picnics or picky plates, the range is carefully developed with young children in mind. The Stix contain less than 0.04g of salt per pack, while the Crackers contain less than 0.05g per pack, making both non-HFSS choices parents can feel confident about.
The branding evolves Ella’s Kitchen’s much-loved identity into a more expressive, kid-focused world. Bold, crayon-style lettering, vibrant colours and playful illustrations reflect the curiosity, imagination and attitude of growing kids, while still delivering the quality parents expect.
Emma Wood, senior brand manager, Ella’s Kitchen, said: “Ella’s Kitchen Kids is about recognising that the journey doesn’t stop at baby food. As little ones grow, their tastes, independence and routines all change – but parents still want options they can feel good about.
This range is about offering a better alternative that delivers on taste and fun, while supporting families with convenient, nutritious options they can trust as their children grow. It’s an important step for us and part of our ambition to help raise the standards of the kids’ food category.”
