Little Dish has claimed a UK first with a ‘healthy’ chilled pizza range aimed at toddlers.
My First Pizza, which is manufactured by Bakkavor, will be available from Sainsbury’s, Waitrose and Ocado from 7 September in three variants: Classic Margherita, Pesto Chicken & Veg and Mini Meatballs & Veg (rsp: £2.50).
Targeted at young children aged one year-plus, each pizza provides one of the recommended 5 a day with a ‘hidden veg’ sauce on top and a base that contains pureéd carrots.
Pitched as a healthy alternative, Little Dish said the range contained 35% less salt per 100g compared with “the average children’s chilled pizza” currently sold in UK supermarkets.
The NPD, which is free from additives, preservatives and contains no added sugar, would “come to the rescue” of busy families looking for a pizza made to “strict nutritional guidelines”, said marketing director Charlotte Tisdall.
“Parents often tell us they feel guilty about giving pizza to their little ones because they’re worried about hidden nasties, and we saw this as a clear opportunity to create the UK’s first healthy pizza for toddlers that gives parents complete peace of mind.”
To make it easier for children to handle, the mini pizzas have been sized for small hands and feature a ‘soft, easy to chew’ texture. They can be cooked from chilled in eight minutes.
Little Dish is supporting My First Pizza, which features the brand’s Zoo Crew characters on pack, with an “extensive” social media push.