A premium organic baby food that uses ‘superfood’ ingredients is taking on established brands, such as Heinz and Hipp.
Plum Baby is being launched by mother-of-three and former cookery school teacher Susie Willis, who spotted a gap in the
market for quality ready-made baby food while running classes helping parents wean their children on to solids.
The new line, set to be sold by Sainsbury from March, is a rare development in ambient baby food, which is dominated by jarred products and big brands. Most recent innovation has come from frozen offerings.
Six recipes are being launched initially: Fairtrade mango & banana, the first Fairtrade baby food; blueberry, banana & vanilla, parsnip, apple & pea, squash & sweet potato, sweetcorn & carrot, and spinach, parsnip & basil, all suitable from weaning age to 36 months.
The range uses organic ingredients identified by a nutritionist as the most beneficial for a baby’s health, and contains no added salt, sugar, preservatives or artificial additives. Recipes include seed quinoa, which Willis said was an as yet untapped source of protein, carbohydrate, minerals, vitamins and fatty acids.
“There were times I needed convenient baby food but wasn’t prepared to compromise on quality or ingredients,” she said. “Research showed the UK consumer shares this craving for a range to complement today’s discriminating, yet convenience-led, lifestyle.”
Wyke Farms is testing demand for individually foil wrapped, 7g packs of butter. The launch comes after research showed an opportunity for butter that can be conveniently served at dinner parties and picnics.

Alpro soya is relaunching its one litre packs of chocolate milk as Alpro soya Dairy Free Chocolate Shake. The product is being repackaged in 500ml plastic bottles with a 99p rsp.

Butcher’s Pet Care is adding a 1kg box of its cat food brand Olli to sit alongside the recently launched 400g pack.

Coca-Cola Enterprises is supporting its sports drink brand Powerade with an on-pack promotion centred on the RBS Six Nations Rugby tournament. The promotion gives consumers the chance to win one of 100,000 Home Nations replica rugby shirts.
Claire Hu
foiling the party
soya milk shake-up
larger cat pack
drink’s promo try