Halal baby food company For Aisha has launched a range of stage-three baby food pouches in the UK.
Available exclusively through supermarket chain Asda from the end of September, and with further listings in major multiples expected for the beginning of next year, the new pouches contain halal-certified meat and are full of natural goodness, For Aisha said.
The range is available in three flavours: chicken rainbow quinoa; green bean and lamb curry; and chicken and sweet potato curry.
A fourth variety will be added in the new year, For Aisha confirmed.
The new products represent a step ahead in the baby food market, which has taken inspiration from the children’s food market in recent years by adopting the trends towards premiumisation and natural foods. Earlier this month, Piccolo followed up the release of its stage-one pouches by launching new stage-two pouches for babies – with flavours such as spring vegetables and chicken with rice and tarragon; sweet tomato and ricotta spaghetti; three-grain vegetable risotto; and sweet potato and beef ragu.
All of the pouches are “packed with healthy ingredients and infused with herbs and spices to allow babies to experience new flavours during the weaning process”, Piccolo said.
This underlines the functional role that baby food products have in helping infants become accustomed to new flavours and textures.
For Aisha’s latest range is made from only natural ingredients and is free from preservatives, artificial flavours and colours, and added sugar.
For Aisha founder Mark Salter said: “The new category within For Aisha not only provides parents with chunkier recipes to help their babies master chewing milestones, but also pioneers nutrition and variety in the complex recipes many parents are looking for.”
The recipes, created in consultation with a French-Moroccan chef, include a wide range of herbs, spices and ingredients that provide more complex flavour combinations to satisfy the baby’s growing appetite and developing taste preferences.
Its packaging is designed to communicate the “around the world” brand story in an engaging and modern way, with a blend of text, illustration and images conveying the quality of the recipes and the use of exotic ingredients such as quinoa and dates.
The launch will be supported by trade promotions, in-store campaigns and extensive PR and social media activity.
Priced at £1.95, For Aisha’s 190g baby food pouches will be available from Asda from 26 September.
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