Organix is adding two new ranges – a line of baby meals and a line of kids’ snacks – in its “biggest shake-up” to date.
The baby meals range is aimed at tots aged six to 12 months and over and is “tailored to key weaning development milestones”. It is segregated into three sub-ranges.
First Tastes is aimed at babies aged six months and contains 100% fruit & vegetable purées. They are: Perfect Pumpkin, Easy Peas and Peachy Peach (rsp: £2.25/2x100g).
Explorer Foods is targeted at babies seven months and older and comprises eight SKUs, including the likes of Herby Butternut & Beans and Tropical Chickpeas with Rice. Each meal contains more than 55% vegetables and pulses (rsp: £1.60-£2.20/130g-190g).
Finally, Sunshine Bowls is intended for “active toddlers”, aged 12 months and up. Two SKUs – Berry Sunshine Bowl with Yoghurt, Banana & Oats and Tropical Sunshine Bowl with Yoghurt, Mango and Oats – will roll out. They were “similar to overnight oats for adults”, said the brand (rsp: £1.50/120g).
The kids’ snacks range is targeted towards three-to-six-year-olds. It comprises seven “delicious and nutritious snacks”, including Oaty Bars and Wholegrain Llama Puffs.
Organix will also launch a trio of products in the baby finger food and toddler snack category: Rice Cake Clouds, Weaning Wands and a limited-edition Blueberry & Apple Oaty Bar (rsp: £1.20-£2.50/25g-4x18g).
All of the products will roll into Asda this month.
The baby meals were designed to help little ones to “explore a wide variety of delicious real foods that provide a range of tastes and textures not currently found in the baby aisle”, said Organix.
The kids’ snacks range, meanwhile, would make it “easier for little ones to continue on a healthy eating path for longer”, it added.
Organix MD Mark Golder said the innovations set “new standards in the babyfood category, with flavours and textures designed to spark a love of great food”.
The launches will be backed by a £2.5m marketing push alongside in-store activations.