Kraft Heinz has struck a deal with the developers of the children’s characters Peppa Pig and Paw Patrol to launch a range of toddler snacks in the UK.
The company is using the characters to introduce its first range of biscuits for the UK market that are suitable for toddlers.
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Becky Smith, assistant brand manager for infant feeding at Kraft Heinz, said infant snacking was “the fastest growing sector within infant foods”. She added: “It is important for us to maintain relevance whilst meeting the needs of our consumers. Creating biscuits in the shape of the two most iconic characters in pre-school entertainment allows us to create a fun and entertaining snack-time for both mother and baby, ensuring that parents remain in the category for longer.”
Citing Nielsen data, Kraft Heinz said the infant finger food category grew 5.7% in 2016. Sales of infant biscuits jumped almost 24% last year, Kraft Heinz said the data showed.
The company said Nielsen figures indicated its Heinz for Baby snacking range was ?”number one in infant biscuits based on unit share”.
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Kraft Heinz already uses the Peppa Pig brand on pasta products targeted at children in the UK.
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