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Product:
Kiddylicious
Company:
Babylicious
Launch date:
June 2005Kiddylicious, the concept of Sally Preston - a former Marks & Spencer food technologist - is the first frozen ready meal range aimed specifically at toddlers.
Launched on the back of the success of Babylicious frozen meals on ice trays for babies, which was launched in 2002, Preston says the idea for the new range came when loyal Babylicious mums started crying out for more grown-up food for their toddlers.
“The range has been developed in response to what mums were telling us about the difficulty in finding kids’ foods once they get to 12 months,” says Preston.
Kiddylicious, which is available in eight varieties, has been developed to meet very stringent EU rules - banning the use of salt, sugar, colouring, preservatives and additives in food for children under 36 months - and as such, it has taken more than a year to develop.
“The range was very hard to develop, and the cost to us was high as we used premium raw materials. Kiddylicious is food just like mums would make themselves at home. Meals are Snap-Frozen to lock in all their goodness,” says Preston, who is the MD of Babylicious.
Launched in June, the range is available with Ocado and in a selected number of Asda stores, and Preston is hopeful that there is plenty more to come.
“We are aiming for full UK distribution and would love to be able to provide every mum in Britain with the food they are demanding. We also have aspirations to take the brand into other markets,” says Preston, adding that the company has already received considerable interest from overseas.
In terms of value, Preston expects that the Babylicious and Kiddylicious brands will be generating retail sales value in excess of £5m in the next year.
To reach this figure, the company will be investing significantly in marketing its brands to target mums.
Kiddylicious (rsp: £1.59 for a 200g meal) is sold alongside Babylicious in specially created freezers in the ambient aisles.