Frozen babyfood brand KiddieCubes is hitting shelves almost a year after its planned debut.

The 14-strong range of packs of 25g frozen purée cubes launches in Ocado this week.

Asda is also trialling the product in a freezer in the babyfood aisle of one store - a concept that would roll out to a further 100 stores if successful, said KiddieCubes. Commercial director John Cornish, who joined the business in June, added the brand would clock up £10m in sales in its first 18 months on shelf. “There’s a huge potential for frozen baby food and we believe our entrance to the market could do for the category what New Covent Garden did for chilled soup and Tropicana for juice,” he said. The business was on the verge of securing a listing with a “major” independent retail chain, he added.

The initial launch - this January - had been delayed as KiddieCubes wanted a “complete range” from the start and needed extra time to source seasonal ingredients, said Cornish.

The organic brand is manufactured by Surrey-based Frecco Food & Beverage.

KiddieCubes would focus on establishing the initial range, before expanding with dishes for older babies and toddlers, said Cornish. The start-up is supporting the launch with sampling activity and price promotions.

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