Kiddylicious launches My First Wafer, suitable for weaning babies


Following the outstanding success of Wafers, solely responsible for reversing the declining rusk category and increasing growth by 29%, Kiddylicious adds to the range this February with the introduction of ‘My First Wafer’, a wafer suitable for weaning babies from the youngest age. 

Kiddylicious understands the importance of first stage finger food. Not only is it key for a positive experience of first solid food, but finger food encourages self-feeding, develops hand-eye coordination and allows the child to truly explore tastes and textures for themselves. My First Wafer is designed specifically with this milestone in mind. The wafer is made with rice flour and real fruit and vegetable powders, it is light in texture and dissolves easily, providing subtle first tastes in an easy to hold, no mess wafer. Made with significantly less sugar than a standard rusk (40%), the wafer is also gluten and dairy free, giving mums complete peace of mind. In addition to being the ideal first solid food, the wafer is an ideal way to comfort teething babies.

Launching in tasty fruit and vegetable combinations of Sweet Potato & Banana and Carrot & Apple –  My First Wafer will make the first finger food moment one to savour. Packed in ideal snack-sized sachets, the wafer is shaped for tiny fingers, and flavoured with truly innovative tastes, the use of sweet potato is a new flavour in infant snacking.

Sally Preston comments: “Wafers have been exceptionally successful and now account for 46% of the rusk sector.  We are proud to be bringing in new mums from the earliest feeding stage by giving them real choice, portion controlled, handy snacks especially designed for their child’s feeding stage.  Over 100,000 Wafers are now being consumed each day!”

Kiddylicious launched My First Wafer in February and it will be part of a comprehensive marketing and media campaign to support the range. Wafers were awarded Product of the Year 2017 on 19January.