Kiddylicious strengthens snacking proposition with NPD


Kiddylicious, the UK’s fastest growing brand in the baby food market, has introduced two new snacking ranges. The innovative NPD – Kiddylicious Melty Buttons and Kiddylicious Juicy Fruit Bars – aim to drive further category expansion by bringing true innovation into the market. Featuring delicious flavour combinations based on popular adult food trends, the fun, convenient, child-friendly snacks promise to deliver on both flavour and texture. The ranges will be rolled out across Asda, Boots, Morrisons, Ocado and Sainsbury’s stores from March.

Kiddylicious Melty Buttons are tasty rice buttons made with fruit and vegetables; ideal finger food for little hands. They are available in two mouth-watering variants – Raspberry & Beetroot and Banana & Pumpkin (RRP £2.50/ 5pack, suitable for 9+ months). 

Kiddylicious Juicy Fruit Bars bring three exciting new flavours into the cereal bar category and contain 15% less sugar per bar portion than the leading brand. Deliciously juicy and bursting with fruit, the bars are available in Pineapple, Coconut & Mango, Cherry & Blackberry and Banana & Strawberry variants (RRP £2.35/5pack, suitable for 12+ months). Both ranges aim to help little ones learn to self-feed and are perfect for parents who are looking to offer a variety of snack and flavour alternatives.

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. Both Melty Buttons and Juicy Fruit Bars offer perfect snack-sized portions in accordance with Public Health England guidelines (6g packs and 20g bars respectively) and can be easily transported and consumed on the move. As well as being dairy, nut gluten and egg free, they 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 young palates to new tastes and textures.

Twan Thorn, managing director at Kiddylicious says: “Innovation and taste are at the heart of the Kiddylicious brand proposition. These exciting launches will further reinforce our position as the fastest growing baby snack brand (+18% IRI, 12-week w/e 28 December 2019).  The additions follow on from the success of last year’s NPD, which saw Kiddylicious Coconut Rolls and Houmous Dip-Dip products performing strongly. We believe this NPD will fuel further growth within the snacking category and solidify Kiddylicious as the go-to snacking brand for babies and toddlers.”

In 2019 Kiddylicious grew +22% year on year (IRI, 52 w/e 30 November 2019), becoming a £37 million+ brand.

The launches will be supported by nationwide sampling activity, part of a wide-scale integrated marketing push including a social media and influencer campaign alongside digital advertising.