British supermarket chain Sainsbury’s has announced plans to launch a new range of frozen ready meals for babies and young children.
The Kiddyum range will be available in Sainsbury’s stores across the UK from 9 August, with meals including cheesy peasy pasta, macaroni bolognese, cottage pie, fish and vegetable pie, and chicken curry. All variants have been frozen to retain the nutrient value and taste, and feature a recommended retail price of £2.20.
Kiddyum’s stage three recipes have been designed for children aged between the ages of one and four, and use only natural ingredients with British meat and dairy plus Marine Stewardship Council-approved sustainable fish.
The brand is the continuation of a number of innovations in the children’s pre-prepared food space, including World Food Innovation Awards winner Mini Nom Nom’s.
Kiddyum founder Jayne Hynes said: “Consumer confidence in the quality of frozen meals and their understanding of the nutritional benefits of freezing is on the rise, and this has led to a new market of parents who are looking to the freezer for convenient, nutritious and tasty frozen meal options for their children. The Kiddyum brand is committed to offering parents a genuine alternative to home-cooking.”
Sainsbury’s business unit director James Bailey added: “Kiddyum was a deserving winner in the 2013 Start-Up Britain’s ‘Pitch-Up with Sainsbury’s’ initiative. They have an innovative product and a well thought-out business plan. I am sure our customers will enjoy being able to access such great quality food for their children.”
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