New premium children’s brand, Mini nom nom’s, launches into Ocado


Pioneering new children’s brand Mini nom nom’s, which launched its world cuisine ready meals for kids at IFE 2015, has announced its first UK retail listings with the brand appearing online in Ocado from early May.

Receiving industry recognition with three wins in this year’s IFE World Food Innovation Awards – the highest number of accolades awarded to any entrant – the brand is set to revolutionise the children’s ready meal sector. The awards included Best New Brand or Business, Best New Children’s Food, and Fresh Ideas Award.

The range incorporates a balanced blend of spices and flowers that are authentically crafted to inspire growing young palates. With a strong focus on health, the meals provide a minimum of one of a child’s ‘five a day’ and contain no added sugar, salt, additives or preservatives.

Tapping into the strong growth of both chilled ready meals (+5.8% Kantar Worldpanel Nov 2014) and world food in recent years, the brand sits within the growing premium children’s ready meal sector. Setting itself apart from competitors by focussing on exotic international cuisine, the brand also capitalises on its packaging to educate children about where the food comes from and the culture and cuisine it belongs to, helping to encourage an open mind from a young age. The heritage of authentic world cuisines is central to the brand identity, with everything from the interactive packaging to the taste profile engaging and stimulating children’s senses.

Each dish in the five-strong range has a two course multi-compartment offering to encourage children to mix, dip and pour within their meal, to heighten children’s engagement with their food and allow them to season it according to their own developing tastes.

Mini nom nom’s worked with renowned spice expert Emma Grazette – formerly head development chef at The Spicery, co-host of Channel 4 TV programme ‘Spice Trip’ and co-author of the accompanying book – to craft the unique spice and flower blends which give each product its distinctive flavour profile, suitable for developing taste buds. The brand prides itself on using only the finest and freshest ingredients and has already received resoundingly positive feedback on the superior taste of its products. Each of the meals in the range is inspired by a different region – Two Tiny Tiffins (Lamb and Chicken) from North India, Tiny Thali (Fish) from South India, Little Laksa (Chicken) from Malaysia and Tiny Tagine (Vegetarian) from Morocco – and consists of an appetiser, a main and a chutney or sauce.

The brand is the brain-child of entrepreneurial husband and wife team Lisa Sohanpal and Dr Imrat Sohanpal whose three young children helped open their eyes to a gap in the market. Sohanpal said: “To date we have secured listings for Mini nom nom’s in Ocado and are in conversation with a number of high profile operators who are also keen to stock the range. We have an ambitious growth plan for the business and will be supporting the May consumer launch with a robust marketing and PR programme which includes sponsoring the Big Top at this year’s Big Feastival from Jamie Oliver and Alex James – a strong opportunity to secure visibility with our core audience of ABC1 parents.

Sohanpal said: “Ahead of being available online from May, Mini nom nom’s has already grown a fan-base of more than 3,600 fans on Facebook who are eagerly awaiting the product’s launch. Mini nom nom’s meals are quite unique within the market and were designed specifically for the child’s palate, while being tasty for parents too. We are very proud of the meals’ nutritional and taste profiles.

“The fact that the dishes offer a home-cooked style, provide a minimum of one of your ‘five a day’ and are nutritionally rich with no salt, sugar, additives or preservatives, gives parents the peace of mind that their children are getting a healthy, balanced meal. With the ‘heat and eat within 2 minutes’ cooking instructions, the meals are perfect for busy parents who want to provide their children with nutritious meals without sacrificing on taste or time.”