Kiddylicious hummus (5)

Source: Kiddylicious

Variants are original and Roasted Red Pepper

Kiddylicious has unveiled a range of dipping snacks called Houmous Dip-Dip – in what the brand claims is a first for the UK’s babyfood category.

Designed to encourage self-feeding, the two variants, original and Roasted Red Pepper (rsp: £1.30/52g-55.5g), comprise a “super smooth” chickpea dip and “chunky little” breadsticks.

Houmous Dip-Dip is suitable for children aged 12 months and above. Each pack provides no more than 100 calories (188kcals per 100g), in line with Public Health England guidelines, and is made with no added sugar or salt. Satfat is 1.4g per 100g.

The result of around a year’s planning, the snacking duo would tap “the UK’s continuing love affair with houmous” said the fast-growing Kiddylicious. It will roll out from this month to October across Asda, Boots, Morrisons, Sainsbury’s and Ocado.

“Toddler tummies are too small to obtain all their energy needs from just three meals a day, which is why it’s important to supplement meal times with refuelling, nutritious snacks,” said Kiddylicious MD Twan Thorn.

The introduction of Houmous Dip-Dip would “elevate growth within the snacking category and solidify Kiddylicious as the go-to snacking brand for babies and toddlers” he added.

The launch will be backed by nationwide sampling activity and a social media influencer campaign fronted by Emma McVey, the pregnant girlfriend of Geordie Shore’s Gaz Beadle.

Houmous Dip-Dip is the most significant NPD from Kiddylicious since its acquisition last summer by Lotus Bakeries. Following the deal worth around £42m, the brand went on to add 37.9% in value, becoming worth £21.3m in grocery [Nielsen 52 w/e 12 January 2019].