ella's kitchen big kids muffins

Big Kids will land exclusively in Tesco from 17 September

Ella’s Kitchen is to make its debut in the freezer aisle with the aim of offering convenient healthy food for children up to the age of eight.

The UK’s leading babyfood brand is to launch Big Kids, a 14-strong lineup rich in fruit and veg –  all organic with no added salt or sugar.

Rolling out exclusively to Tesco from 17 September, Big Kids comprises three tiers: oven-cook meals and defrost-and-serve snacks for older children, and stir-in cubes of “difficult to cook vegetable products” for weaning infants (rsps: £2.50-£3.50).

While smaller brands such as Kiddyum and Annabel Karmel already offer kids’ meals for the freezer, they are aimed at pre-schoolers. Ella’s new selection would “revolutionise the frozen category” said the brand’s CEO, Mark Cuddigan. “We’d been thinking about frozen for a number of years. There’s a massive opportunity.”

Ella’s began developing Big Kids after being approached about 18 months ago by Tesco. “It’s been the biggest project we’ve ever done,” Cuddigan said.

Variants include Chicken & Veggie Nuggets; Cheesy Croquettes blended with cauliflower; Meaty Meatballs with five types of veg; Strawberry & Banana Muffins, and Sweet Potato, Squash, Carrots & Parsnips Stir-In Veggie Boost. All are in fully recyclable packs made with up to 70% recycled material.

Ella’s Kitchen was “all about vegetables” said Cuddigan. “It’s our mission to improve children’s lives through developing a healthy relationship with food.”