New business Mia & Ben is preparing to launch what it claims is the UK’s “first dedicated HPP babyfood brand”.
The startup will roll out four chilled pouches to Ocado in early May. Banana, Mango & Pineapple; Apple & Blueberry; Carrot, Apple, Parsnip & Parsley; and Sweet Potato, Pear, Squash & Beetroot (rsp: £1.59/100g) are made using high-pressure processing. It maintained “valuable nutrients” and the food’s colour, unlike typical methods such as pasteurization and sterilization, according to Mia & Ben.
The result of two years’ development, the organic meals are designed for feeding stages one and two. They have a shelf life of 20 to 25 days and a non-refrigerated lifespan of six hours. The colourful packaging features a clear window to allow customers to view the contents.
Mia & Ben founders Daniel Auner and Karina Gentgen expect their NPD to be ranged alongside dairy products. There was “currently no other fresh babyfood product available in mainstream retail” they said.
While Little Dish can be found in chillers, its products are aimed at toddlers. Meanwhile, My First Savse, the HPP babyfood from juice brand Savse, never made it to the mults and recently lost the third and last of its Ocado listings less than two years after launch [Edge by Ascential 3 April 2019].
“We realised that, while other sectors had undergone significant innovation, babyfood production hadn’t evolved to meet the demands of modern parents,” said Gentgen. Mia & Ben’s pouches would help make “babies’ first tastes exceptional, maintaining all the sensory qualities of a homemade purée.”