Kiddylicious, the UK’s leading baby finger food brand (RSV £51m), is expanding its Pouches range with six new propositions and flavours, designed to support parents through the full weaning journey. Launching from early July, the new products are suitable for babies from 6+ months and provide perfectly portioned, nutritionally considered options, helping to make eating occasions easier, more convenient, and enjoyable for both parents and little ones.
First up, the brand is expanding its bestselling ‘Bedtime Blend’ lineup with a new Apple, Cherry, Banana & Oat variant, giving parents even more choice for little ones at the end of the day. Recognising how popular pouches are when linked to specific moments throughout the day, Kiddylicious is also introducing a Morning Blend subrange, made with pure and simple ingredients to start the day. The duo includes Apple, Banana, Kiwi & Rice and Apple, Pear, Banana, Clementine & Rice.
Beyond these, the launch introduces two fruity benefit-led products – Apple, Banana & Raspberry and Apple, Banana, Strawberry & Watermelon – providing a source of vitamin C, as well as Yoghurt, Banana, Apple & Apricot, offering a source of calcium which supports growth and development.
Ash Byrne, marketing manager at Kiddylicious, says: “Weaning your baby and introducing solids for the first time can feel daunting, and today, expectations in baby food are rightly higher than ever. Parents need products from brands they know and can rely on.
“Pouches from trusted brands play a helpful role in supporting families through busy routines, with Kiddylicious Pouches offering simple, portioned options that are quick, tasty and convenient when parents need them, while providing added benefits like fibre, iron and calcium. From energising Morning Blends to comforting Bedtime Blends, the range is designed to make feeding little ones a little easier and more reassuring.”
Joining the existing range, the full Kiddylicious Pouches portfolio now delivers greater variety, benefits and occasion-led options, meeting different needs throughout the day. As with the rest of the range, all new products are available in 100g single pouches, with the new Bedtime Blend Cherry variant also launching as a multipack, alongside other bestsellers.
The Kiddylicious Pouches range is already worth £2.5m RSV, growing by +89% year-on-year, and is the biggest contributor to Pouches category growth, adding £1.2m in value sales year-on-year. Bedtime Blend alone accounts for over 50% of Pouches RSV, showing that the simple, easy-to-understand range resonates strongly with parents and demonstrates the brand’s unique appeal in the category.
Byrne adds: “As a newer entrant to Pouches, it’s been vital that we build the range in the right way from the start. That means carefully reviewing our recipes, age guidance and labelling, while creating simple, portioned options parents can easily understand and feel confident using when they need that bit of support. The response so far shows this approach is resonating, with the range working across key moments of the day without compromising on taste or convenience.”
Kiddylicious’ new Pouches will launch in Morrisons from the beginning of July, followed by Tesco on 8th July. All new products are available in 100g single pouches (RRP £1.20), while the new Bedtime Blend Apple, Cherry, Banana & Oat will also be available in multipacks of 4x100g (RRP £4.50).
