Burgeoning organic babyfood brand Little Freddie has unveiled More Than Veg – a range designed to fill the gap “between simple veg and fruit medleys and more complex textured meals”.
Aimed at babies aged six months-plus, the new pouch meals are a mixture of vegetables and pulses. They were created to “encourage a love for savoury flavour” while also “gently introducing new vegetables and flavours” to an infant’s diet.
Nourishing Butternut Squash, Red Lentils & Coconut and Wholesome Carrot & Chickpeas with Pumpkin Seed Butter (rsp: £1.45/120g) contain no preservatives or stabilisers and have no added salt or sugar. They are also gluten and dairy-free.
Read more: Organic babyfood brands losing share to own-label offerings
More Than Veg will be available from Sainsbury’s, Boots, Ocado and Amazon. It comes after Little Freddie identified “a gap in the market for more vegetable-based foods that delivered on all areas of taste and quality” said the brand’s head of new product development, Sophie Sproson. “We have used a new flavour in each pouch, which really complements the recipe in order to broaden the baby’s palate.”
Little Freddie makes its Sainsbury’s debut this week, rolling out 19 lines as part of the grocer’s Future Brands programme to support startups.
Founded in China in 2013, the family-run babyfood brand launched in the UK in April last year, racking up value sales of almost £18k in its first five months [Nielsen 52 w/e 8 September 2018].
In November, Little Freddie added its first smoothies, promising 30% less sugar than rival lines on average.
No comments yet