Growth Of Speciality Baby Food Market

The “Truuuly Scrumptious” range, which was first launched in 2001 by Kealth Foods, was voted best organic baby food in 2002 and 2004 at the Soil Association Organic Food Awards and has been steadily developing since.

Subsequent launches of successful businesses like BabyDeli and JuniorDeli (2005) continue to indicate market growth.

Today industry guides are being written, focusing on the buoyancy of this market. ‘Improving your profit from retailing organic baby and toddler meals,’ and ‘Mum’s the Word - the profit potential of organic baby and toddler meals,’ were recently published by Kealth Foods and are now available to readers of Speciality Food Magazine.

Evidence that we are on the cusp of ‘designer’ baby foods is also emerging. Families will spend a record £491 million on baby foods, drink and milk this year, according to research by market analysts, Mintel.

Speculation surrounding the popularity for gourmet grub such as plum, pomegranate or guava purees suggests guilt from working parents is at the root of the products appeal.

Identifying these opportunities, BabyDeli and JuniorDeli products are now in independent retailers across the country, 22 Waitrose stores and John Lewis restaurants.

The business produces 12,500 meals a month and has an annual turnover of £300,000 and is now investing in a £250,000 marketing campaign to support the growth of the business.

“Alot of this will go into developing direct marketing, letting parents know about the product and where it’s going to be. This is really important because it’s an innovative product that will not be found in the same place as all the other baby foods,” says Louise Duerr, managing director