Flavoursome fuel for tiny tummies

Kiddylicious has introduced two new snacking ranges to drive further category expansion in the market.

Featuring delicious flavour combinations based on popular adult food trends, the fun, convenient, child-friendly snacks promise to deliver on both flavour and texture.

Kiddylicious Melty Buttons and Kiddylicious Juicy Fruit Bars will be rolled out across Asda, Boots, Morrisons, Ocado and Sainsbury’s stores from March.

Kiddylicious Melty Buttons are tasty rice buttons made with fruit and vegetables; ideal finger food for little hands. They are available in two variants – Raspberry & Beetroot and Banana & Pumpkin (RRP £2.50/ 5pack, suitable for 9+ months). Kiddylicious Juicy Fruit Bars bring three  flavours into the cereal bar category and contain 15% less sugar per bar portion than the leading brand. Deliciously juicy and bursting with fruit, the bars are available in Pineapple, Coconut & Mango, Cherry & Blackberry and Banana & Strawberry variants (RRP £2.35/5pack, suitable for 12+ months).

Both ranges aim to help little ones learn to self-feed and are perfect for parents who are looking to offer a variety of snack and flavour alternatives.

Both Melty Buttons and Juicy Fruit Bars offer perfect snack-sized portions in accordance with Public Health England guidelines (6g packs and 20g bars respectively) and can be easily transported and consumed on the move. As well as being dairy, nut gluten and egg free, they contain no added sugar, salt or artificial flavours, colours or preservatives.

Twan Thorn, managing director at Kiddylicious said: “These exciting launches will further reinforce our position as the fastest growing baby snack brand (+18% IRI, 12-week w/e 28 December 2019).  The additions follow on from the success of last year’s NPD, which saw Kiddylicious Coconut Rolls and Houmous Dip-Dip products performing strongly. We believe this NPD will fuel further growth within the snacking category and solidify Kiddylicious as the go-to snacking brand for babies and toddlers.”

According to the brand, in 2019 Kiddylicious grew +22% year on year (IRI, 52 w/e 30 November 2019), becoming a £37 million+ brand.

The launches will be supported by nationwide sampling activity, part of a wide-scale integrated marketing push including a social media and influencer campaign alongside digital advertising.