Baby and children’s food brand Lune & Wild is launching 10 products on Ocado.com today, the world’s largest dedicated online supermarket, as it continues to transform what children eat from their very first bite.
Built on the belief that little ones deserve real flavour, quality ingredients and genuine nutrition, today’s Ocado.com listings, marks a significant milestone for Lune & Wild, who have been quietly rewriting the rules of the baby food category.
Five years on from its kitchen table beginnings, Lune & Wild has grown into one of the UK’s leading direct-to-consumer children’s food brands – and every dish is still prepared by hand. The brand has doubled its revenue every year since launch, sold over one million meals in the last twelve months alone, and earned a 4.8-star rating on Trustpilot, reflecting the trust parents place in it.
Founded by cousins Lara Rodgers and Nadia Simonds in 2021, Lune & Wild was born from a shared frustration: that baby and children’s food had for too long been an afterthought, high in ‘free’ sugars, lacking the flavour, variety and nutrition that parents increasingly demand and children genuinely need.
Lara is a mum and trained Chef, previously cooking for celebs and in some of the world’s best kitchens such as The Ritz and The Newt. She realised that the baby & children’s food category was lacking love, flavour and nutrition. She set about to change this and her recipes celebrate quality produce and world flavours for little ones to explore.
Her cousin Nadia came to the brand through lived experience. When she became a mother in 2019 and began weaning her own child, it was Lara’s frozen cubes of home-cooked food that made the difference. Having spent her career working with ethical food brands and sustainability leaders, Nadia recognised both the gap in the market and her calling to fill it. The two joined forces and Lune & Wild was born.
Lune & Wild’s Ocado listings include longstanding customer favourites starting at £2.50 per serving* (meals), featuring:
Puree
Spinach & Coconut Curry (120g) – A source of fibre and 2 of your 5 a day
Cottage Pie (120g) – High in protein and a source of iron
Toddler
Cottage Pie (200g) – High in protein and a source of iron
Squash Macaroni Cheese (200g) – A source of protein and 2 of your 5 a day
Mexican Bean Chilli (200g) – High in proteinand a source of iron
Finger Food
Blueberry & Banana Muffins (8 x 25g) – A source of fibre and a Nourish Awards Winner 2025
Salmon & Broccoli Fishcakes (6x 35g) – High in protein and a source of fibre (very low in salt)
Pasta Sauce
Beef Bolognese (120g) – High in protein, a source of iron and a Nourish Awards Winner 2025!
Lune & Wild believes food starts with thoughtful choices; recipes rooted in plants, and where meat features in dishes, it’s always chosen for quality and responsibility. For the Cottage Pie and Beef Bolognese meals, Lune & Wild partner with Haye Farm for the very best organic meat, reared on their regenerative farm. The quality is evident in the natural flavour and they value their high welfare standards and zero waste ethos.
Every Lune & Wild recipe is developed in collaboration with Paediatric Nutritionist Judith Calvin to ensure the macro nutrients of each recipe are balanced to fuel growth and development. They balance macro nutrients (protein, carbs and fat) and focus on iron-rich ingredients and significantly contribute to their 5 portions of veg a day!
Lara Rodgers, co-founder of Lune & Wild commented: “At Lune & Wild we work with experts who have consulted hundreds of parents to support their little ones through weaning, allergies, and food refusal. We take their insights to build a range that solves everyday problems for parents and supports children to thrive.”
Nadia Simonds, co-founder of Lune & Wild added: “We know that variety early in life shapes a child’s relationship with food for years to come. Launching on Ocado.com is an incredibly exciting moment for us, and the start of a new Lune & Wild journey. We can’t wait to reach even more families with our handmade dishes!”
Aoife Sagar, buyer at Ocado.com said: “Lune & Wild is exactly the kind of brand our customers are looking for – food they can trust, made with ingredients they recognise and nutrition they can rely on. The range is really impressive, and the team behind it sets it apart from anything else in the category. We’re delighted to be bringing Lune & Wild to Ocado families.”
Central to Lune & Wild’s philosophy is variety. Research increasingly points to the importance of diverse plant intake in early childhood for developing a healthy microbiome, and they’ve made this a non-negotiable. Across its menu, the brand actively targets at least 30 different plants – weaving genuine variety into every stage of a child’s eating journey and broadening young palates with ingredients, flavours and cuisines that most children’s brands wouldn’t attempt.
While direct-to-consumer remains its heartland, Lune & Wild’s reach extends to family clubs, cafés and a carefully selected network of delis and farm shops, a footprint that is set to grow significantly with today’s Ocado.com listing.
Lune & Wild launches on Ocado.com from this week and the range will be 20% off from this week to 19th May.
