Kiddylicious launches ‘grown up’ convenience meals


Kiddylicious, the UK’s fastest growing brand in the baby food market, has launched an innovative range of convenience meals for toddlers and weaning babies. The eight delicious, nutritious recipes under the umbrella Kiddylicious Meals, are aimed at stimulating toddlers’ interest in food, encouraging them to start to explore grown up food from an early age. The result of around a year’s planning, the ambient ready meals are being rolled out in Boots, Morrisons, Ocado, Sainsbury’s and Tesco stores.

The tasty line-up of family favourites has been specially developed in a bid to drive value back into a declining Wet Baby Food Category. The range is designed to resemble grown up food using a combination of clear, defined layers and soft chunks. The nutritious range comprises: Cottage Pie, Chicken Curry, Mac & Cheese and Beef Chilli variants for weaning babies aged 9+ months (RSP £2.10/180g) and Beef Lasagne, Veggie Lasagne, Chicken Tikka and Beef Hotpot dishes aimed at toddlers aged 12+ months (RSP £2.30/200g).

In addition to colourful layering and soft chunks, Kiddylicious Meals are perfectly portion-controlled, an excellent source of protein, contain no artificial preservatives or added sugar or salt and at least one of a child’s five a day. Promising to taste as good as homemade, the dishes look set to become a life saver for busy parents across the country.

Twan Thorn, managing director at Kiddylicious says: “We believe these new Kiddylicious Meals bring true innovation into the market. The introduction of innovative, colourful layering promises to help parents educate children, both in terms of the ingredients used to create recipes and importantly, helping them learn to self-feed. At Kiddylicious we are focused on delivering delicious, nutritious and convenient foods that bring real enjoyment to the dinner table: this launch does exactly that.”

The launch will be backed by nationwide sampling activity partnered with a social media influencer campaign fronted by social media reality star Emma McVey, who is currently pregnant with her second child.

The Kiddylicious Meals launch aims to reinvigorate the category with value sales of the children’s Wet Baby Food Category worth £135m, declining at -5.9% year on year (IRI 52w/e 13 July 2019).