danone super yummies

Danone Nutricia has set its sights on the toddler snacking category with the launch of new brand Super Yummies.

The range, which launches on 18 January and will have full distribution by late February, sits under the Cow & Gate umbrella and has 10 SKUs in six formats. Senior brand manager Natalie Hartley said the launch would plug a hole in Danone’s portfolio of foods for children aged 12 months-plus.

Super Yummies includes fruit pouches (rsp: 99p/100g) in mixed berries & coconut and strawberry, kiwi & banana; an apple and forest fruits yoghurt pouch (rsp: 99p/100g); tomato & herb and spinach flavour breadsticks (rsp: £1.69/100g); rice cakes (rsp: 99p/40g) in apple & orange and pear & berry; fruit and yoghurt drops (rsp: 75p/6g) in strawberry and banana flavours; and beetroot & parsnip slices (rsp: 75p/7g).

The launch is being supported by a £1.5m spend, consisting of an in-store display, at-home communication through the Cow & Gate Baby Club and a digital campaign.

Super Yummies had been designed to speak to both parents and toddlers, said Hartley, in contrast to rivals such as Ella’s Kitchen and Organix, which primarily spoke to parents. The packaging features positive nutritional messages such as ‘Source of calcium’, and illustrations featuring the Super Yummies characters. “In speaking to parents, it’s about that reassurance around quality and expertise within toddler nutrition. And for little ones, it’s about trying to bring to life the quite unique stage of toddlerhood.”