Kiddylicious is targeting toddlers with an eight-strong range of ready meals based on adult dinners.
Cottage Pie, Chicken Curry, Mac & Cheese and Beef Chilli (rsp: £2.10/180g) are suitable for nine months and older, while Beef Lasagne, Veggie Lasagne, Chicken Tikka and Beef Hotpot (rsp: £2.30/200g) are intended for 12-plus months.
The Kiddylicious Meals lineup was “aimed at stimulating toddlers’ interest in food, encouraging them to start to explore grown-up food from an early age” said the brand.
The result of around a year’s planning, all variants resemble adult food. They promise “colourful layering and soft chunks”, with no artificial preservatives or added sugar or salt. They are a source of protein and provide at least one of a child’s five a day.
The ambient meals brought “true innovation into the market” claimed Kiddylicious MD Twan Thorn. “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.”
The launch will be backed by nationwide sampling activity and a social media influencer campaign fronted by Emma McVey, the pregnant girlfriend of Geordie Shore’s Gaz Beadle.
It comes after Kiddylicious claimed a UK first in August for its range of dipping snacks called Houmous Dip-Dip.
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