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.

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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The 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.

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