“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.
Brand creation, design, ongoing marketing support.
We enjoyed a wonderful 6 year relationship with KL.
Working with them as they grew to be the fastest growing brand in the UK baby food market.
20+ innovative products launched during this time.
They are now #2 brand in the UK, exporting to 20+ international markets.
And now part of Lotus Bakeries, following a successful exit in 2018 for an amazing £40m.
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, new 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.