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.

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”.

Kraft Heinz already uses the Peppa Pig brand on pasta products targeted at children in the UK. 

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