Natural kids' food brand Little Dish has set out plans to enter new categories, double turnover to £10m and crack the US market, following the sale of a quarter of the business to private equity firm Greenmont Capital for £1.5m.
The two-year-old brand, which is on target to hit sales of £5m this year from its fromage frais, chilled meals and sauces, is launching into snacking for the first time. The three-strong single-serve range comprises chicken, fish and vegetable bites and is set to launch at the end of the year.
The range would fit with its all-natural ethos, offering a healthier twist on the chicken nugget, with the chicken line comprising 100% breast coated in wholemeal breadcrumbs, flackseed and parmesan cheese, said MD Hillary Graves.
Speaking to The Grocer following the deal's completion, Graves said the investment would allow the business to move to the next stage, with ramped up sampling activity in stores and the community, as well as more trade marketing.
"What sets us apart from other chilled kids' brands is that we never add salt or sugar," said Graves. "We're not saying kids should not have sugar or salt, just that there's no need for it in an everyday fromage frais."
The company is also exploring the use of seasonal ingredients for future launches and looking beyond kids-only lines to more family-focused formats. "We're thinking about larger pack formats or multipacks to feed the family, so mum, dad and kids can all eat the same cottage pie," she said.
A further two dishes will be added to its 11-strong range this summer, a chicken butternut squash pie and a sausage hotpot.
Graves, who is American, plans to take the brand to the US in 2009, with the backing of Greenmont. "There's nothing like Little Dish in the US that has our proposition. Our Greenmont connection gives us great contacts and market understanding."
Greenmont's other investments are all US businesses with a green slant, including sustainable fishery Blue Horizon Organic and natural drinks brands Bossa Nova and Izze Beverage Company. Innocent also has an 11% stake in Little Dish.
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