Baby food startup BabyDeli has brightened up its packaging and invested £250,000 on marketing, following a new listing deal with Waitrose.

Manchester-based BabyDeli launched last September with 10 frozen organic tubs available at Ocado, and Waitrose has agreed to carry three of the range from next week. 

Max’s Wicked Chicken, Cheeky Tally’s Pretty Pink Fish Dish and Dylan’s Scrumptious Scrumpy Chicken (rsp: from £2.40) were originally boxed in brown paper-style packaging but will be available in more attractive, colourful designs to stand out better on shelf.

A £250,000 marketing spend will promote the products, which have been designed for mums who want to wean and feed their babies handmade food but lack the time to puree, prepare and freeze the meals themselves. The investment will include an e-marketing tie up with pregnancy journal Emma’s Diary.

“By preparing our food just like mum does and then flash freezing the range we lock in more essential vitamins and nutrients than ambient alternatives,” said company founder Louise Duerr.

“Our challenge is to educate parents that by choosing the frozen alternative, they are feeding their child better quality food.