Cow & Gate Baby Foods has overhauled the recipes and packaging of nine of its early-stage cereal SKUs.
The Danone Early Life Nutrition brand has reformulated its stage one and two products, which it claims now contain an average of 45% less sugar per 100g.
Stage one, aimed at four to six-month-olds, now contains four reformulated ‘milk cereal’ SKUs: creamy porridge, banana porridge, fruity wholegrain porridge and berry multigrain porridge with oat & rye (all rsp: £1.75/125g), as well as new packaging for its baby rice (rsp: £1.50/100g).
For its stage two range, aimed at tots over seven months, four ‘plain cereal’ SKUs (all rsp: £2.39/200g) have been reformulated: banana wholegrain porridge with buckwheat, mango multigrain porridge with oat & rye, red berry wholegrain porridge with spelt and seven grain porridge with buckwheat & millet.
The updated SKUs have been given resealable packaging. The stage two packaging has a transparent window to allow parents to see the texture and ingredients inside.
The NPD was “specifically designed to help parents transition their babies onto solid foods, introducing textures and tastes from simple to complex,” said Danone Early Life Nutrition marketing director Emmanuelle Grimbert.
The updated range hits Morrisons and Sainsbury’s from 5 August.