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Piccolo, which claims to be the UK’s fastest growing baby brand, has made Ireland its first overseas market.

The company, launched in April 2016, has secured listings in SuperValu and Boots stores in Ireland. Products will go on sale next month.
Piccolo has built a UK business including listings with retailers including Asda and Morrisons. It has received the backing of the TV chef and cookery writer Prue Leith, as well as from Craig Sams, the founder of UK chocolate company Green & Black’s, now owned by Mondelez International. The company has projected a turnover of GBP4m (US$5.2m) this year.

Piccolo offers a range of pouches of fruit and vegetable purees and more complex meals for babies at a more advanced stage of weaning, such as Sweet Potato & Beef Ragu and Roast Pork, Parsnip & Apple.

Founder Cat Gazzoli said: “Launching into Ireland has been a personal goal of mine since we started the business last year.  I lived in Dublin for a year when I was a student studying Irish literature, and I’ve always been passionate about the country.”

The company donates 10% of its profits to food education charities, and also works in partnership with the National Childbirth Trust, the UK’s biggest parenting charity.

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By GlobalData