Annabel Karmel is hoping to boost its position in the UK baby food aisle and win back market share with an overhaul of its product line.
The UK baby and children’s food producer said it is planning a series of product launches. The firm is hoping to increase sales by GBP5m in the next year – growing the business by 50%.
As part of the strategy, Annabel Karmel is launching a baby food range this week, which includes eight organic baby purees covering ‘stages one and two’ and two organic sauces.
“Competition is greater than ever to engage mums and get them buying from the baby aisle,” said Sarah Smith, head of PR and marketing at Annabel Karmel. “With this competitively priced premium range … our vision is to drive innovation in the category, increase shelf space and significantly grow sales. We are already leading in the toddler ready meals category with our chilled range and we want to replicate this success in the baby aisle.”
In addition to the baby food line, the company will launch a chilled ready meals range for toddlers in September in two variants: spaghetti & meatballs; and beef casserole & rice.
The pouch line ranges in price from GBP0.99 to GBP1.39, while the toddler line has an RRP of GBP2.75.
