Simon Mowbray Sainsbury is claiming a lead over its rivals by making all its own label baby food organic. Chain bosses have decided to ditch their existing offering in favour of an across-the-board organic range which hits shelves later this month. Rolling out to stores from June 26, the revamped offering has been ordered in direct response to a consumer survey which showed overwhelming support for organic products among parents. The chain found that seven out of 10 consumers who regularly purchased baby food were already opting for organics. As a result, there will be 185 organic products in Sainsbury's new baby food range, all free of artificial colours, flavours or additives. New recipes will include organic potato and broccoli with cheese and organic vegetables with mozzarella. Tim Mooney, Sainsbury's baby food buyer, said: "We have found that our customers are really keen to give their babies an organic start and we try to make sure that our range includes something every baby will like." {{P&P }}