Baby brand, Kiddylicious, launches Houmous Dip-Dip


Kiddylicious, the UK’s fastest growing brand in the baby food market, has launched the very first dipper products into the baby category. The innovative NPD – Kiddylicious Houmous Dip-Dip and Kiddylicious Roasted Red Pepper Houmous Dip-Dip – is aimed at driving further growth within the Baby Snacking Category, delivering true innovation into the market. The result of around a year’s planning, the ambient snacks will be rolled out across Asda, Boots, Morrisons, Ocado and Sainsbury’s stores from August through to October

Building on the UK’s continuing love affair with houmous, the tasty duo has been specially-developed to create a fun, convenient, child-friendly, nutrient-dense snack that aims to stimulate toddlers’ interest in food, encouraging self-feeding and helping to reduce picky eating. Targeted at toddlers and kids aged 12+ months, each colourful pack contains a pot of super-smooth houmous with accompanying breadsticks, perfect for dipping and dunking on-the-go (RSP £1.30/55.5g).

Kiddylicious Houmous Dip-Dip’s are perfectly portion-controlled, containing just 100 calories per portion (in line with Public Health England guidelines). As well as being dairy and nut free, they are also an excellent source of protein and fibre, are low in saturated fat and contain no added sugar, salt or artificial flavours, colours or preservatives. Using only high-quality ingredients that are bursting with flavour, the delicious snacks help introduce children to nutritious pulses and can be easily consumed on the move.

Twan Thorn, managing director at Kiddylicious, says: “Toddler tummies are too small to obtain all their energy needs from just three meals a day, which is why it’s important to supplement meal times with refuelling, nutritious snacks. Kiddylicious Houmous Dip-Dip’s have been created to fulfil this snacking need and unlike many commercial houmous products contain no added salt or sugar. We believe the launch will further elevate growth within the snacking category and solidify Kiddylicious as the go-to snacking brand for babies and toddlers.”

The launch will be backed by nationwide sampling activity partnered with a social media influencer campaign fronted by Emma McVey (girlfriend of Geordie Shore’s Gaz Beadle, who is currently pregnant with the couple’s second child).

Kiddylicious Houmous Dip-Dip’s aim to drive additional growth in the Baby Snacking Category, which is currently worth £82.8m, growing at +5.1% year on year (IRI 52 w/e 13 July 2019).