Lune & Wild reinvents the baby food category

Lune & Wild has officially launched ten of its handcrafted products on Ocado.com.

By moving from a successful direct-to-consumer (DTC) model to the world’s largest dedicated online supermarket, the brand is challenging the industry standard of shelf-stable, high-sugar pouches with a frozen, nutrient-dense alternative that prioritises culinary excellence and regenerative sourcing.

The Ocado rollout features a ten-product line-up of handmade meals designed for various stages of a child’s development. Highlights include reimagined classics like Cottage Pie and Beef Bolognese, alongside recipes that introduce world flavours and diverse plant ingredients. Unlike traditional ambient baby food, these dishes are prepared by hand and frozen to lock in nutrition and flavour.

Founded in 2021 by cousins Lara Rodgers and Nadia Simonds, Lune & Wild addresses a long-standing afterthought in the grocery aisle: baby food that is often high in free sugars and lacking in textural or flavour variety. Having doubled its revenue every year and sold over one million meals in the last twelve months, the brand is tapping into a growing cohort of parents who demand the same ethical and nutritional standards for their children as they do for themselves.

The range is built on a nutrition-first collaboration between chef Lara Rodgers (formerly of The Ritz) and paediatric nutritionist Judith Calvin.

• Macro-nutrient balance: every recipe is balanced for protein, carbohydrates, and healthy fats to fuel growth.
• Micronutrient density: formulations focus on iron-rich ingredients and contribute significantly to the recommended 5-a-day vegetable intake.
• Ethical sourcing: meat-based dishes feature organic, regeneratively farmed meat from Haye Farm, emphasising high welfare and zero-waste principles.
• Microbiome diversity: the menu actively targets at least 30 different plants, supporting the development of a healthy gut microbiome in early childhood.

The brand targets discerning parents who value convenience but refuse to compromise on quality. By launching on Ocado, Lune & Wild specifically reaches busy, health-conscious families who prioritise organic and ethical labels. The products solve everyday problems such as weaning, navigating allergies, and managing food refusal with expert-backed solutions.

Five years into its journey, Lune & Wild’s goal is to become the definitive name in “real” food for children. The founders aim to move the category toward a diverse culinary experience that shapes a child’s relationship with food for life.

Lune & Wild’s retail expansion offers critical takeaways for food and drink producers:

• The premiumisation of weaning: there is a lucrative and growing gap for chef-led baby food that mirrors adult culinary trends (world flavours, regenerative farming).
• Transparency as a core ingredient: parents are increasingly sceptical of hidden sugars; brands that lead with nutritionist-approved macro-balancing and recognisable ingredients will win long-term loyalty.
• Microbiome as a marketing pivot: as gut health awareness grows among adults, plant diversity and microbiome support are becoming key purchasing drivers in the children’s sector.