“I can’t believe the brand you helped me set up
from my kitchen has just sold for £40m”

The creation & launch of Kiddylicious Snacks.
(And our walk on the client-side). Helping it
become the fastest growing brand in its sector.

Six years:  20+ innovative products launched.
Ongoing marketing support.
Eventual sale to Lotus Bakeries for £40m, 2018.


Previously a food scientist from M&S, Sally Preston decided that baby and toddler food just wasn’t up to scratch. Both in terms of developing a positive attitude to food in later life but also the vital role that snacks play in a toddler’s early development. And so Babylicious and Kiddylicious were born. Originally as a range of frozen baby meals  – delivering home cooked tastes, textures, and flavours a world apart from the processed glass jar alternatives.


But despite overwhelming evidence and a fanbase of very happy mums, the retailer challenges of siting frozen food in the baby aisle were insurmountable.

So with the focus on Kiddylicious, we exploited a gap in the snacking category to create an innovative range of delicious 1 of 5 a day snacks.


Over the years, working with the Kiddylicious NPD team, we developed product names, packaging designs and provided ongoing marketing support for over 20 unique products. Helping them become a true disruptor brand.

We even invested in the company and had a place on the board.


The brand also moved into other categories in the aisle – such as fruit jellies. We also created Munch Bagz – for a slightly older age group.

Results chevron


For 6 years up until 2014, we helped Kiddylicious become the fastest growing brand in the UK baby food market. 

The success continued  – they are now #2 brand in the UK, exporting to 20 international markets and sales of over £20m.

Now part of the Lotus Bakeries family, following a successful exit in summer 2018 for £40m.