Piccolo is hoping to pioneer a new ‘cooking for babies’ category with a swathe of NPD.
The brand has unveiled a nine-strong range of home-cooking SKUs designed specifically for babies and toddlers.
The range spans two risottos – Pea & Courgette and Tomato & Basil – Gluten-Free Baby Macaroni, Gluten-Free Gemmine, Batch Cooking Tomato, and four stir-in sauces: Tomato Mascarpone, Classic Tomato, Squash Mac & Cheese and Beef Bolognese (rsp: £1.50-£3).
The range is 100% organic and is touted as being low in salt and sugar.
They will roll into retailers including Sainsbury’s, the Co-op, Ocado, Planet Organic, Whole Foods Market, Farmdrop and Getir over coming weeks.
Piccolo said the brand had already “helped parents make five million home-cooked meals” since it launched its first scratch-cooking SKUs in 2019, with four million of those having been served since the coronavirus pandemic hit in March 2020.
It said it was “the only brand to cater for this critical need state”.
A majority of parents were hoping to continue despite the easing of restrictions, added founder Cat Gazzoli.
“As life starts to get busy again, we want to encourage parents to keep cooking by providing easy-to-use, healthy ingredients.”
It marks the latest in a series of big launches for Piccolo: the past 18 months have seen it make a major move into the baby formula category.
In February 2020 it launched a range of ‘truly organic’ milks, as well as a trio of powdered no added sugar or salt stocks, which rolled out in July 2020.
The brand also launched a 100% recyclable babyfood pouch for its ‘Yellow & Go’ flavour made from a single layer of polypropylene with high-density polyethylene sprouts and caps.