A former Heinz employee has set up her own organic babyfood brand in a bid to put something different on the table.
Gerrie Hawes, a former junior category manager with the food giant, said she came up with her Fresh Daisy brand after identifying the need for an "alternative" in the market.
The brand's point of difference is that products are frozen and pasteurised, compared with mainstream offerings which tend to be ambient and sterilised. Manufacturing from a base near Ipswich, Fresh Daisy is currently selling through delis in London and East Anglia but has much bigger aspirations, said Hawes.
The brand, which has received Organic Food Federation accreditation, goes into a "well known central London food hall" next month and there are plans to roll out chilled products later in the year.
In the meantime, its frozen offerings come in two styles single variety or Easy Weeners' such as pear, apple, carrot and sweet potato (rsp: £1.40-£1.60 for a 100g polypropylene pot), and Simple Combos' which include carrot and sweet potatoes, apple and pear, and broccoli, cauliflower and potato (rsp: £1.60-£1.80, 130g).