Tasty Innovation for Tots
Organic baby food has grown 31.5 per cent in value and wet baby food is the largest segment in the category, with a 72.2 per cent value share.
Heinz is the leader of the organic baby food market, with a 49.5 per cent value share. Only Organic follows with a 30.9 per cent share, Bellamy's has a 17 per cent share, while Rafferty's Garden has a 1.4 per cent share and Healthy Handfuls has a 1.2 per cent share (Neilsen MAT July08, supplied by HJ Heinz).
Heinz recently launched two new organic infant products, to answer a growing need for more variety in the organic baby food category, after finding mothers are becoming concerned that their children don't have enough variety in their diets.
Released in April, the new products include Banana and Blueberry Custard; and Stewed Pear and Currant. Heinz expects both of the products to become top sellers and plans for more launches in October.
Time-poor parents are also showing a growing need for quick and easy organic means, which is why The Organic Baby Food Company recently tapped into the ready-made kids meals market.
Launched just more than a year ago, Organic Bubs' take-home meals were designed as a fun and healthy meal alternative for fussy eaters. Designed for children from six months old to six years old, the range is also prepared by cooks and snap frozen to lock in the nutrients, texture and flavour.
"We knew there was an unfilled need for toddler and big kids meals. Toddlers and young children are the fussiest of foodies and parents are desperate for upmarket convenience that they know their children will love," The Organic Food Company's Marketing Director, Liesa Dailly, said.
"We launched our new range of toddler and kids meals in June this year and they are doing unbelievably well because it is an unfilled category. We ensured our meals really engage kids with dipping sauces, tongs and packaging that they instantly connect with, whilst also making mum and dad feel fabulous about serving it, "she said.
The Bubbalicious menu has 20 meals catering for four developmental stages, including Tubs for Bubs, Pots for Tots; and Mighty Meals.
Retail World
Vol 61 No 16
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School Lunches Made From Scratch - Healthy & Vegetarian
The menu was a little adventurous for the average 6-year-old,but Mercedes enjoyed spoonfulls of black bean enchilada , scraping her plate clean. She also ate the carrot sticks on the side and polished off a spice cookie for dessert..
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Feeding Baby the Organic Way
Sadie Enright used her organic know-how to create an organic baby food company called First Foods, as she wanted to feed her baby fresh foods, and organic baby food is easier in infants' digestive system...
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The Effects of Foods on Children's Behaviour
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Mediterranean Diet Reduces Asthma Risk
Studies have shown that following a diet high in healthy fats such as olive oil can reduce the risk of asthma in kids...
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Give Kids a Diet Head Start
Teaching children about good food is just as important to their education as reading, writing and maths...