Asda is set to follow its rivals in launching a 90-product children’s range, More for Kids.

Due on shelves on February 17, the range arrives two years after Sainsbury launched its 170-strong Blue Parrot Café range and six months after Tesco brought out 50 Tesco Kids lines.

Brand manager Katharine Keane admitted developing the range had taken time. “It involved extensive input from kids,” she said.

More for Kids is positioned as healthier convenience food, and several products contain ‘hidden’ vegetables. There are also haircare, dental and sun products. Packaging is bright yellow and features some design quirks, such as flippers on shampoo bottles.