Babyfood brand Ella’s Kitchen has added a trio of dairy-free products for tots with allergies and intolerances.
It has unveiled Oaty Smooshies (rsp: £4.25/4x90g), a duo of fruit and oat-based pouches made for toddlers and kids aged 12 months and up in Berry and Peach & Banana.
Ella’s Kitchen has also expanded its Perfect Puds range with Dairy-Free Peach & Banana Crumble (rsp: £2.25/4x80g), designed for little ones aged seven months and up.
The “better-for-you” pudding was intended to cater to tots with dairy allergies and intolerances, as well as families seeking plant-based alternatives to traditional puds, said Ella’s Kitchen.
Oaty Smooshies have already hit Ocado and will launch into Sainsbury’s and Waitrose later this month. They will hit Asda in April.
Dairy-Free Peach & Banana Crumble, meanwhile, will roll into Boots, Ocado and Sainsbury’s this month.
The innovations responded to “a limited dairy-free offering in the baby aisle”, said Ella’s Kitchen MD Tim Collins.
Collins added: “We want to make sure every little one has access to great-tasting, better-for-you products that help them explore new tastes and textures, no matter their dietary restrictions or choices.”
It comes after Ella’s Kitchen revenues declined in the year to 30 June 2024, as branded babyfood pouches came under increased pressure from own label. It meant the market-leading babyfood brand ended a 17-year run of profitable sales growth, as reported by The Grocer.
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