Organic baby food brand, Plum UK, targets tots with new gourmet meal range

New tots range

New tots range

Organic baby food brand Plum is launching a range of gourmet meals aimed at tots over 12 months to complement its successful weaning portfolio.  

Plum Tots Little Foodies is the first range launched by Plum specifically designed for tots over one and it aims to ensure tots continue to consume super-nutritious foods after weaning, helping them to reach their amazing potential in life. 

Plum Tots Little Foodies is described as the perfect solution for parents who are concerned about good nutrition and what they feed their children in the first three years of their life:  recent survey results highlighted 65% of parents are concerned about the impact early feeding has on their child’s future health.

The new line consists of four recipes: Caribbean Jerk Mango & Chicken with Wholegrain Rice; Moroccan Lamb Tagine with Apricots & Bulgar Wheat; Neapolitan Tomato & Beef Ragu with Ditalini Pasta; and Vegetable Biryani with Wholegrain Rice. Each dish contains quinoa and at least two daily portions of vegetables, no artificial colours or preservatives and comes in an easy-to-serve dish format encouraging tots to self-feed.  The chunky texture helps develop chewing skills (good for language development) and ultimately aids transition to family meals.

“We believe in the importance of eating highly nutritious food from the outset and we’ve always been committed to setting babies on a course for a healthy future from the very first bite by creating first-class wholesome food using the very best organic and super-nutritious ingredients.  We spotted a gap in the market to do the same for tots over one and are excited to be bringing this new range to parents across Britain,” sid Scott Wotherspoon, chief executive at Plum UK.

“There is an abundance of variety on the supermarket shelves for parents looking to feed their children healthily between first weaning and 12 months but we noticed there was not much out there for the over ones – until now!  Our new Plum Tots Little Foodies range is Plum’s most successful retail sell-in ever giving us 40% more distribution versus our last most successful launch. Little Foodies is designed to provide parents with a convenient, healthy and nutritious solution for their tots beyond 12 months and will further help Plum parents on their journey to providing their children with the very best start in life, because amazing deserves amazing.”

The new range has led to increased facings on shelf and in the number of stores listings, with most retailers taking three to four skus in the range. It will be clearly signposted ‘tots’ on-pack in a bid to help parents navigate the baby food aisle and to differentiate the products from the brand’s existing range of Stage 1-3 weaning products.

Plum Tots Little Foodies will be rolled out across the UK in all the major multiples as well as Boots between the end of May and August 2013 at an RRP of £2.25 (200g dish).