Baby snacking brand Kiddylicious is looking to build on its recent sales success with the launch of a raft of NPD, including its first wet food.
The brand’s Little Bistro ambient ready meals will roll out from 5 June in a 10-strong selection for feeding stages one to four. Targeted at busy parents, the lineup has been formulated with children’s oral development in mind. Large, soft chunks of vegetables, rice and pasta aim to encourage chewing – strengthening muscles necessary for speech development. To protect young teeth from corrosive levels of acidity, the NPD does not include fruit sugars. There is no added sugar or salt.
With variants including sweet potato, carrot & coconut, fish & vegetable pie, and mini beef meatballs with spaghetti hoops, Little Bistro’s rsps range from £1.20 (100g) for stage one variants to £2.30 (200g) for stage four. Ten more recipes were set for later this year, said Kiddylicious.
The initial selection will land on shelf in Morrisons next month, followed by Sainsbury’s and Tesco in July and Asda in August.
Little Bistro will be followed into the mults by a variety of snacking NPD to encourage self-feeding by children aged 12 months-plus, including dairy-free Coconut Rolls, Fruity Bakes and Oaty Bars. They will roll out from June, along with a strawberry variant of the brand’s Wafers lineup for babies aged around six months.
The launches come as Kiddylicious is the best performing in the top 10 babyfood and milk brands, with value sales up 57.5% to £8.5m on volumes up 27.1% [IRI 52 w/e 26 November 2016].