Ella’s Kitchen founder Paul Lindley has launched a start-up business producing a range of natural kids’ toiletries.
With similar styling to the Ella’s Kitchen food range - named after Lindley’s daughter - the Paddy’s Bathroom brand has been named after his son, Patrick.
Paddy’s Bathroom will make its debut in 500 Target stores in the US in January before rolling out in the UK exclusively to 300 Tesco stores in March.
Designed for toddlers and babies, the range comprises seven lines: three hair & body washes, bubble bath, shampoo, conditioner and hand wash. As he did with Ella’s Kitchen, Lindley is using innovative packaging including pouches for the bubble bath and shampoo, and top-down ‘squirty’ bottles for two of the hair & body washes. The products are produced with natural and organic ingredients.
“Eight years ago my four-year-old son Patrick asked ‘Do you think they will make a Paddy’s Kitchen?’, said Lindley. “Now he has Paddy’s Bathroom, with the same values, quality and reason to buy looked for from families that use Ella’s Kitchen.”
Launched in the UK in 2006 with the aim of “creating fun, nutritious baby food,” Ella’s is now a global brand. In the UK, sales of Ella’s Kitchen wet babyfood alone are worth £39.6m and have risen 7.7% year on year [Nielsen 52 w/e 11 October 2014].
News of the launch comes 18 months after Lindley sold Ella’s Kitchen to US food giant Hain Celestial. Despite similar branding to the Ella’s products, Paddy’s Bathroom has no connection with Ella’s Kitchen or Hain Celestial and is a standalone start-up.
“The seed of an idea from a little boy will now help toddlers have as much fun getting clean with our natural products as they did in getting dirty,” added Lindley.