Kiddyum Strengthens Convenience Presence with New Listings

Frozen children’s food brand Kiddyum is set to strengthen its convenience presence by launching into Nisa and rolling out to hundreds more Co-op stores.

Kiddyum’s healthy frozen meals are now available in nearly 400 Co-op stores, and will also be stocked in Nisa stores across the country from summer.

This follows continued success in Sainsbury’s and Ocado, where Kiddyum first launched nationwide in 2015 after winning the former’s StartUp Britain competition.

Late last year, Albert Bartlett took a 40 per cent equity stake in Kiddyum to support the development of new products and accelerate its retail, service sector and export business.

Kiddyum founder and managing director, Jayne Hynes, said: “At Kiddyum we’re passionate about feeding children truly healthy food and want to reach as many families as possible, so it’s fantastic that our award-winning meals are becoming more widely available within the booming convenience sector.

“We have no doubt that our products will sell well within convenience format stores, as parents are often in need of a quick alternative to home cooking when time is tight.

“Behind the scenes, we’re also working on an exciting new range of frozen children’s products that will launch later this year and should see business soar.

The news comes as Kiddyum teams up with The Caring Foundation, the charity run by The Ivy Collection restaurant group, to deliver more than 6,000 children’s meals to key workers and their families. The meals are being distributed for free by Lineage Logistics.

Jayne added: “The Ivy Collection has opened up its kitchens to cook for frontline workers. They had a request for toddler food, and we were more than happy to help.

“Like many others, we just want to do as much as we possibly can to help make peoples’ lives a little easier at a time when they’re working so hard to keep the rest of us safe.”

Kiddyum’s healthy frozen mini meals are aimed at children aged one to four. All are ethically packaged and use only natural ingredients, with no added sugar and low salt.

The range now includes six ready meals, all of which are made with British meat and dairy and MSC-certified fish: Cheesy Peasy Pasta, Cottage Pie, Chicken Curry and Rice, Fish and Veg Pie and the newest additions; Pasta Bolognese & Veggie Lentil Dahl and Rice, which launched in September (RSP: £2.00).