EXCLUSIVE Sian Harrington A groundbreaking alternative to jarred and canned baby food has been launched under the Tastylicious brand. The brainchild of former Marks and Spencer senior food technologist Sally Preston, Tastylicious is a frozen meal range for babies from weaning to a year old. The range features eight organic fruit and vegetable purées, four organic vegetable recipes and four traditional meals, including Lancashire Hotpot and Fisherman's Pie. Each 500g pack is broken down into small frozen portions so the exact amount a baby needs can be heated either in a microwave or by conventional methods (rsp: £4.79). The products are being tested in 28 Waitrose stores and through the chain's online shopping partner Ocado as well as in specialist outlets such as Planet Organic. Waitrose is merchandising the range in different areas of the test stores to see which works best. "Huge advances in food technology have been applied to the adult market but baby food has been left behind," said Preston. "We aim to open a new market sector for mothers who want convenient but unprocessed foods." The range is being manufactured for Preston's company, Babylicious Ltd, by Leicester-based The Samosa Company. Distributors include Stratford Food and Juniper. Sampling activity takes place in July together with ads in parenting magazines and regional press. {{P&P }}

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