Piccolo Pots

Piccolo, the Mediterranean-inspired babyfood brand, is set to launch Pots, a range of stage three meals in a split pot.

The lineup will launch as three recipes – Quinoa with Vegetable Ratatouille; Baby Pasta with Vegetable & Kale Pesto; and Baby Pasta with Sweet Potato Bolognese (rsp: £2.79/180g) – with additional variants set for later this year in a format that Piccolo claims is a first for the UK babyfood category.

The fully recyclable plastic split pots kept the vegetable sauce separate from the grains and pasta to ensure the ingredients retained “maximum nutrition and texture” said Piccolo founder Cat Gazzoli. “It has long been our ambition to help parents moving on from baby purées to the next step in weaning, and we have worked very hard to develop our new range.”

Piccolo Pots will roll out next week into Tesco, Waitrose, Ocado and Morrisons. As with all the lines, 10% of profits will be donated to the National Childbirth Trust.

The launch comes weeks after the fast-growing Piccolo poached Gü Puds UK sales director James Gilks and head of exports Oliver Pinkus to spearhead its expansion at home and overseas.

In November, the babyfood startup, founded in early 2016, secured a £500,000 investment from Asian-focused venture capital fund DSG Consumer Partners to help the brand capitalise on booming demand in China.