Piccolo has launched into Ikea and is offering free pouches to parents visiting the retailer.
The upmarket baby & infant food brand has partnered with wholesaler Bidfood for the scheme, which will see a free pouch of its food offered with every adult meal purchased in Ikea.
The retailer has also listed a range of its Stage 1 (four months-plus) and Stage 2 (seven months-plus) pouches (rsp: £1.10).
“As a mum of three, I know how difficult it can be to find nutritious options for my children when on the go,” said the brand’s founder Cat Gazzoli. “Add a hungry baby in there and you’ve got a real handful.
“Our aim is to help make it easy for busy parents to provide their babies with delicious, healthy, and convenient food wherever they shop,” she added.
The news comes just months after the brand made its debut in M&S. July saw it launch a 22-strong range into 150 stores across the UK.
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