The first frozen ready-meal range aimed specifically at toddlers has been launched under a Kiddylicious label.
It is the concept of Sally Preston, MD of Babylicious frozen meals on ice trays for babies, who said strict EU laws banning the use of salt, sugar, colouring, preservatives and additives in food for kids under 36 months meant it had taken more than a year to develop.
Kiddylicious (rsp: £1.59 for a 200g meal) is aimed at pre-school children and comes in eight meals - cottage pie, spaghetti bolognese, jungle pasta, chicken curry and rice, tuna and sweetcorn pie, salmon and broccoli, chicken risotto and Lancashire hotpot.
They launch on June 20, with orders at Waitrose and Ocado confirmed, and will be sold alongside Babylicious in specially created freezers in the ambient aisles.
Preston, a former Marks and Spencer food technologist who launched Babylicious in 2002, said: “It’s been developed in response to what mums were telling us about the difficulty in finding kids’ foods once they get to 12 months.
“The range was very hard to develop, and the cost to us was high as we used premium raw materials. The other issue for us was the EU directive specifies that only three parts of pesticide per billion can be present, so we are effectively using organic.”
Babylicious has been carrying out sales trials of its frozen baby range in shelf-mounted freezers in Asda and Tesco.
Claire Hu