Tilda appears to be readying a range of microwave meals for kids, inspired by world cuisines.
The category-leading rice brand has applied to register a quartet of pouch renders, featuring ‘Taste Travellers’, as trademarks with the Intellectual Property Office under class 30, for prepared meals containing principally rice.
Each pouch features an illustration of a child in safari gear, accompanied by an animal sidekick. All of them feature Tilda’s branding, alongside illustrations of fresh ingredients, such as peas, carrots, coconut, peppers and broccoli.
It is not yet clear whether Taste Travellers will replace or supplement Tilda’s existing Kids range, which comprises a quintet of savoury rice pouches and a duo of rice puddings.
When approached by The Grocer, Tilda declined to share further details of the product range.
“While we can’t share any details at this stage as to if/when this product is launching, we’re always looking to broaden Tilda’s appeal to new occasions and welcome new shoppers,” said a spokeswoman for the brand.
“Like a lot of companies, we occasionally trademark brand names as part of our planning process – sometimes speculatively.
“Watch this space,” the spokeswoman added.
It comes after Tilda launched a trio of ambient “all-in-one” ready meals for adults into Sainsbury’s in March.
Microwaveable in two minutes, the meals – Sundried Tomato & Beans, Vegetable Paella, and Chickpea Korma (rsp: £2.50/250g) – each provide one of the recommended five portions of fruit & veg per day.
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