Kiddylicious, the number one brand in the baby finger food category, is making a major move in the total baby food sector, expanding its offering with the launch of baby food pouches.
Entering the category with an 8-strong line up of new flavours, Kiddylicious 100g pouches are ideally sized for parents starting the weaning journey for babies 6+ months and as a perfectly portioned snack for 12+ months, providing an ongoing solution for parents throughout the feeding journey.
Set to shake up the baby food pouches category – currently valued at £97 million, growing at a steady 7.2% in the last 2 years – the Kiddylicious pouches portfolio includes delicious flavours made with pure and simple ingredients that little ones will love, such as: Simply Pear; Apple & Sweet Potato; and Strawberry & Banana Yoghurt, which are sources of fibre, iron and calcium respectively. There are also two ‘Bedtime Blends’ – Blueberry, Banana & Oat with Vanilla and Apple & Oat with Chamomile.
The focus on added health benefits stems from research, which shows that bones and teeth strengthening and brain development – plus vitamins C, D, iron and calcium – are important to parents when it comes to baby food.
Known for its range of baby finger food products, including popular Veggie Straws, Smoothie Melts and Wafers, the new Kiddylicious pouches range offers nutritious and tasty snacks for babies, which can be enjoyed on-the-go and at home.
“This is without a doubt a very exciting launch for Kiddylicious, and one that parents and little ones will love. As the number one brand in the Baby Finger Food category, the time is right for us to expand into pouches to complement our weaning finger food range. Given that parents already know and trust us for our quality and value, we’re the brand to do this,” says Yona Ellis, Marketing Director at Kiddylicious.
It’s been a strong year for Kiddylicious, with sales growing +9.9% to hit £42 million. The brand also has an unrivalled track record of adding category value, contributing 65% of the growth within baby finger food. Plus, innovation from Kiddylicious – including Munchy Sticks, Apple Crisps and 3+ Years Veggie Straws – has driven 33% of all category growth in the last year. It is now looking to replicate this success in pouches.
Ellis adds: “We want to empower parents to make positive choices for their babies, and our pouches are designed to do exactly that. Each product is made with pure and simple ingredients, with additional health benefits. This means that with Kiddylicious pouches, parents have a tasty and healthy option at good value to feed their little ones, whether they’re on the go, or at home.”
The new pouches range will benefit from Kiddylicious’ recognisable branding, making them unmissable on supermarket shelves, especially when merchandised in a block of multiple products together. The launch is being support by activity across in-store, paid and owned media, influencer marketing and PR.
All products in the range come in individual 100g pouches (RRP £1.20), plus Strawberry & Banana Yoghurt and ‘Bedtime Blend’ Blueberry, Banana & Oat with Vanilla will be available in multipacks of 4x pouches (RRP £4.50). They started landing on Sainsbury’s and Ocado shelves in August.
Kiddylicious Pouches Range: All suitable from 6+ months
- Simply Pear 100g (source of fibre)
- Prune & Apple 100g (source of fibre)
- Apple & Sweet Potato 100g (source of iron)
- Strawberry, Spinach & Apple 100g (source of iron)
- Strawberry & Banana Yoghurt 100g + 4x Multipack (source of calcium)
- Mango, Apple & Banana Yoghurt 100g (source of calcium)
- ‘Bedtime Blend’ Blueberry, Banana & Oat with Vanilla 100g + 4x Multipack
- ‘Bedtime Blend’ Apple & Oat with Chamomile 100g
