Frieda's Fertile Foods bar

Functional snacking brand Freida’s Pantry has launched a snack bar aimed at women trying to conceive.

Freida’s Fertile Food bar - available now from Ocado (rsp: £1.20) - is targeted at women who are pregnant or trying to conceive. The bar contains a mix of natural ingredients such as pumpkin and oats to provide a source of slow release energy, said the supplier, while a blend of nuts and seeds provided “essential” nutrients, including zinc, selenium and omega-3 and 6. Golden syrup and raisins ensured the handmade bars were “good for taste buds as well as for mum and bump”, added the business.

“With today’s hectic pace of life it can be hard to eat healthily and keep yourself energised; throw in a pregnancy and things get twice as difficult,” said founder Sharon Kaur, adding the NPD marked the first functional food bar designed to meet the needs of “busy new mums”.

The newcomer joins the brand’s existing ‘feeding’ bar - aimed at breast-feeding mums - launched in February this year.

Both recipes are based on traditional recipes used “for centuries” in the Eastern world for healthy pregnancies and recovery post-birth, said Kaur.