Beech-Nut says new product "feels like homemade"

Beech-Nut says new product "feels like homemade"

Beech-Nut, the US baby food arm of Swiss food maker Hero Group, has launched a "100 % natural" line it claims provides "real food" for kids.

The company said parents were "leaving the baby food aisle" and making food at home, where, it added, "they feel more confident that the ingredients used are simple, wholesome and real".

Beech-Nut said "the highest quality of fruits and vegetables" - like Bartlett pears, Marion blackberries, Hass avocados - had been used in the range.

"This isn't just a new line - this is the new Beech-Nut. We visited with moms and learned about how they were feeding their babies and how we could help. Moms don't want to feed their children anything they wouldn't eat themselves - and they shouldn't have to. Our new line isn't baby food. It's real food for babies," Jeff Boutelle, president of Beech-Nut, said.

The baby food, sold in jars, started to ship to US retailers yesterday, with a suggested retail price of a 4.25 ounce jar of US$1.09.

Along with the new Beech-Nut line, the company is introducing new branding and a new website. The new branding, the company insisted, is a "metaphor" for Beech-Nut - "always growing, focused on wholesome food and tied to a commitment to environmental sustainability and green living".