Italian chef Aldo Zilli and serial entrepreneur and celebrity lawyer Dean Dunham have made a foray into the organic babyfood market, launching what they claim is the first celebrity chef-backed baby food range.
The initial Baby Zilli range, which features eight organic recipes aimed at stage 1, 2 and 3 babies, hit Tesco's shelves this week. It launches in Waitrose later this month before rolling out to Ocado in February and wider retail in the spring.
The pouches, which, according to Zilli, "taste good enough for mama and papa to eat", include fruit and vegetable purées, Fruit Brekkies, Cock-a-Leekie and a Pasta Pomodoro dish, available in three sizes (100g, rsp:82p; 130g, rsp: £1.29; and 190g, rsp: £1.69). A further 16 recipes will launch in March to cater for toddlers.
There are also plans for a dried pasta and sauce, a finger foods range and a cookbook to make their debut later this year.
The new range was more than two years in the making and will be backed by a £1m multi-channel marketing campaign.
Top Products Survey 2010: Baby products (18 December 2010)
Heinz offers a Taste of Home for babies with brand revamp (11 December 2010)