Kiddylicious announces global expansion



Following Kiddylicious’s very successful start to the year, which saw them sign a lucrative contract with Chinese e-tailer Tmall (a subsidiary of Alibaba), the brand has announced their entry into two new markets: South Africa and Central America.

In South Africa, seven Kiddylicious SKUs will be sold at Baby City, one of the country’s largest suppliers of baby essentials, and eight at Clicks, the country’s leading pharmacy, health & beauty retailer. Clicks have a national exclusive to sell Veggie Straws, a product which, within the UK, holds the number one position in the baby and toddler snacking category. Kiddylicious’s Wafers, which revitalised the UK rusks segment, will also be available as well as other UK bestsellers Fruit Wriggles and Coconut Rolls, which launched in the UK last year as the first coconut-based product in the baby aisle.

Kiddylicious has also been approached by Walmart in Central America to bring its large and diverse portfolio to the region. The brand will be introducing 15 SKUs to five countries: Costa Rica, El Salvador, Honduras, Guatemala and Nicaragua. Kiddylicious will be the first baby snacking brand to offer anything other than traditional rusks or puffs in Central America and will be launching in August.

Of the expansion, Neil Mather, Kiddylicious’s commercial director comments: “We are hugely proud of the growth in our international sales over the last few years. Our success can be attributed to a few key things. Firstly, we are a healthier alternative to other child targeted brands. Secondly, our snacks are portion-controlled and the packaging is clearly and succinctly labelled (particularly with allergen information), a feature that has been praised by parents who don’t have the time or the patience to do mental arithmetic in the supermarket aisle. And thirdly, we are an innovative brand, providing parents with snacking options that are new, exciting and often transform the category.”

Kiddylicious began in Buckinghamshire in 2009 and now sells three snacks globally every second. As well as the aforementioned countries, the brand also trades in 27 other countries, including Norway, Australia and South Korea. These additional markets will take Kiddylicious’s global retail sales to just under £50 million.