Kiddylicious announced the launch of six new baby‑food pouches aimed at infants six months old and above, with the products now on shelves at Tesco and Morrisons.
New flavours target specific meals
The expanded line adds an Apple, Cherry, Banana & Oat blend to the existing Bedtime Blend range. Two Morning Blends follow: one mixing Apple, Banana, Kiwi & Rice, and another combining Apple, Pear, Banana, Clementine & Rice. Three other options round out the rollout: Apple, Banana & Raspberry; Apple, Banana, Strawberry & Watermelon; and a Yoghurt, Banana, Apple & Apricot blend.
Each single‑serve pouch holds 100 g and is priced at £1.20. The Bedtime Blend also appears in a four‑pack sold for £4.50. The new items entered Morrisons at the start of July, with Tesco receiving the stock on 8 July.
All of the new recipes were crafted with a focus on distinct eating occasions, meaning the Morning Blends are positioned as early‑day nourishment while the Bedtime Blend is intended to support a calming routine before sleep. By varying fruit pairings and incorporating grains such as rice or oat, Kiddylicious aims to diversify texture and taste exposure during the critical weaning period.
Beyond flavour, the brand highlighted that several of the pouches deliver key micronutrients. Products featuring citrus‑rich fruit combinations provide vitamin C, whereas those that include calcium‑enhancing ingredients such as yoghurt target mineral intake, aligning with parental priorities for balanced nutrition.
Sales growth and market impact
According to figures supplied by the brand, the pouch portfolio is now worth £2.5 million in retail sales value, reflecting an 89 percent increase year on year. The range added roughly £1.2 million in value sales to the broader category, and Bedtime Blend accounts for more than half of the pouch volume.
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Selected products are marketed as sources of vitamin C or calcium, aligning with parents’ interest in nutrient‑rich options for weaning toddlers. Kiddylicious marketing manager Ash Byrne said the new blends are meant to give families convenient, portioned choices as children progress through different feeding stages.
By offering single‑serve formats, the brand addresses the practical need for minimal waste and easy storage, a factor that often influences purchasing decisions among caregivers who juggle multiple responsibilities. The inclusion of a multi‑pack option for the Bedtime Blend also provides a cost‑effective solution for repeat use, encouraging repeat purchase cycles.
Retail placement across two of the UK’s largest grocery chains ensures visibility in both high‑traffic aisles and dedicated baby‑food sections, enhancing the likelihood of impulse buys as well as planned stocking by parents.
Looking ahead, the brand’s strategy appears to lean on expanding flavour variety while keeping price points modest, a move that could sustain momentum in a competitive segment. If the current growth trajectory holds, the company may see further incremental sales, though retail shelf space and consumer awareness will be decisive factors.
All six pouches are now available across the two major grocery chains, offering parents a broader palette of flavors and nutritional profiles as part of the ongoing weaning journey.
