Iceland Foods has partnered with parenting brand Mumsnet to launch a “family-friendly” range of kids ready meals.
The five-strong lineup – which is branded Little Explorers – will roll into Iceland and Food Warehouse freezers from 8 April.
The range marks a supermarket debut for parenting website Mumsnet, and had been designed to cater to “busy families who don’t always have time to scratch cook”.
Among the five products are “family favourites” including Marvellous Mac & Cheese, Classic Cottage Pie and a Tremendous Chicken Tikka. A Fantastic Fish Pie and a Super Spaghetti Bolognese complete the lineup. All are priced at £2.
Five pence from every sale of the range will be donated to Alder Hey Children’s Hospital. Iceland Foods Charitable Foundation will then match any value raised, up to £50,000.
The Grocer first revealed Mumsnet had been working with Iceland product developers in July last year, with plans to launch a range into stores as part of Iceland’s exclusive brands programme.
“We’re delighted to be exclusively stocking the new Mumsnet range, and we’re pleased to share that a portion of the sales will be going directly to Alder Hey,” said Iceland Foods chief commercial officer Paul Dhaliwal.
“The ongoing cost of living crisis is impacting families in many ways, but parents should never have to compromise the nutritional needs of their children. The range is just one aspect of our continued commitment to offering healthy, budget-friendly solutions for families on the go,” he said.
All five products are labelled as containing “one of your five a day”, as well as a “high vegetable and low salt content”. The meals also contain no added sugars, emulsifiers, artificial ingredients or preservatives.
“Mumsnet’s mission is to make parents’ lives easier, and we’re really pleased to have partnered with Iceland to produce a range of kids’ ready meals that will do just that,” said Mumsnet founder and CEO Justine Roberts.
“We know from the thousands of conversations on-site that it can be difficult for busy parents to find the right balance between convenience and nutrition when feeding their kids,” she said.
“Our new range has been carefully created from healthy ingredients you’d find in your own kitchen, so even when you’re short on time you can still be confident you’re making a healthy choice for your children – as well as serving up something that they’ll actually want to eat.”
The partnership marks the latest expansion of Iceland’s exclusive brands programme, which has become a key cog in its efforts to grow basket spend and attract new types of shopper to its stores.
The meals are among a swathe of NPD to hit Iceland stores this week. It includes a new branded range of Patak’s ready meals with AB World Foods, the first “air fryer-only” products as part of a new partnership with Ninja which launched last month.
Iceland has also refreshed and expanded its lineup of TGI Fridays and Harry Ramsden’s products.
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