Danone will next month launch a chilled range of baby food products under the Blédina du Jour name.
The range comprises 27 dishes – vegetables, meat and vegetables, fish and vegetables, fruit purées, milk desserts – and will be available for infants between four months and one year.
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If successful, it could be introduced into European markets, Danone said.
Blédina, France’s leading brand of baby food with a market share of almost 50%, has invested around EUR10m developing the range.
In what it claims is a first, Blédina will provide hypermarkets with windowed fridges dedicated to the products and to be located in the centre of ambient baby
food sections.
In a press briefing, Blédina’s CEO, Didier Lambin said the range was aimed at meeting demand for fresher, more natural tasting baby food, which was close to home-made fare.
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By GlobalDataThe launch comes to a backdrop of stagnation in the baby food segment over the past three years and a 3% decline in volulmes in the past six months, Lambin revealed.
He said chilled baby food could represent up to 25% of the category in six years.
