The Kids Food Co. hopes to grow its business in 2016 through expansion into new markets as well as NPD, which it believes will enable it to grow market share in the UK.
During 2015, Kiddylicious grew rapidly to become the UK’s third-largest brand in the infant snack category. It also moved into new markets including Norway, Australia and Japan. The group started shipping product to Sweden this month and said it is planning “significant expansion into China” over the coming year.
Managing director Sally Preston said: “2016 is set to be another exciting year with new range launch in January and a packed NPD stream for the summer.”
The company also revealed it is launching a line of Crunchy grapes and peas & sweetcorn. The product is made of 100% fruit or vegetable, is gluten-free and contains only “naturally occurring” sugar, the company said. The Kids Food Co. added it hopes the line will “make fruit and veg tempting” for infants.
“We simply take out the water to give a light, melty texture that dissolves easily in the mouth, so they are suitable for babies as young as 12 months,” the company said.
The range will be available at Tesco, Asda and Boots throughout the UK from February with an RRP of GBP0.60 (US$0.85).