Sir: I read the Big Interview with Annabel Karmel (2 May) with an unpalatable sense of disappointment and embarrassment.
Ms Karmel claims “Ella’s has a massive budget but they still don’t taste good. There isn’t a single savoury purée of theirs that tastes nice.”
I founded Ella’s Kitchen one year before Ms Karmel launched her food range, and last year broke the $100m sales barrier at the same time, becoming the biggest selling babyfood brand in Britain. Therefore, I find it incredible that the discerning British mum and dad could purportedly be so hoodwinked by an inferior, poor-tasting product as Ms Karmel asserts. Our whole business has been built, from day one, with the mission to improve children’s lives through developing healthy relationships with food - and as such our professionalism, quality, taste and product innovation shine through with trust and endorsement from our consumers and retail partners. Indeed, Ella’s Kitchen has won many awards.
Most of all, however, I am embarrassed that a fellow entrepreneur, whose career seems to have been dedicated to helping families wean their babies better, feels the need to make unsubstantiated claims against a fair competitor. We would all be better served by letting our products do the talking while seeking to collaborate to promote a better food environment for the under-fives, as we are already establishing with other like-minded industry colleagues.
Paul Lindley, founder, Ella’s Kitchen