Organic baby food brand Plum Baby has launched a range of meals for babies based on recipes from around the world.
The Taste Adventures meals, targeted at babies aged ten months plus, will be the first use of international recipes for Plum and includes four SKUs.
Variants include Mediterranean Paella and Salmon, and Aubergine and Lamb Moussaka, and Plumb is investing GBP250,000 (US$392,000) in a marketing campaign to run alongside the launch.
Organic baby food brand, Plum, is launching a brand new range of meals for babies aged ten months and older based on flavours and recipes from around the world. A first for the category, the range, branded Taste Adventures, has seen Plum's most impressive response from retailers to date, with total distribution of the brand increasing by 24% as a result.
These international recipes are a first for the baby food fixture as Plum continues its strategy to communicate the taste credentials of its food and educate parents about the quality of its ingredients.
Plum marketing director, Nigel White, said: "We're incredibly proud of the quality of Plum's products and the Taste Adventures launch is no exception. Every ingredient within our products is carefully chosen to ensure babies are getting optimum goodness, from protein like quinoa to super foods like sweet potato and spinach. The Taste Adventures pots are inspired by famous dishes from around the globe and there's no product like them in the category at the moment.
"We're excited that this launch has been our largest and most successful to date in terms of retailer commitment and the consumer awareness activity we have in place. We believe these products further raise the quality bar in this market and create clear space between us and our competitors."
The range of pots comprises of four innovative SKUs under the Taste Adventures sub brand: Mediterranean Paella and Salmon, Aubergine and Lamb Moussaka, Sweet Cape Curry with Beef and Chickpea and Chicken Tagine. The recipes boast a chunkier texture to encourage speech development as well as helping babies to learn how to chew. The pot format is ideal for independent babies who around this age are starting to use a spoon to feed themselves.
Plum is investing £250,000 in marketing spend to support the launch which will be amplified through Plum's around the world in 60 days' mechanic, live from July to September. This incorporates online advertising, targeted mummy blogger activity, social media competitions, a PR launch and tailored retailer baby club activity, all in a bid to encourage trail of the unique meal solutions.
Nigel White added: "Our research suggests that the range of tastes a baby is exposed to during weaning has a direct impact upon a baby's taste buds later in life. The Taste Adventures range was born out of our desire to help youngsters enjoy a varied and balanced diet, with the best ingredients possible.
"With the trend for international cuisine becoming increasingly popular, we hope that families will be able to enjoy varied meals together. The pots are suitable for babies in stage three of weaning, age ten months and older, the time when babies are craving different colours, textures and flavours."
Plum's Taste Adventures stage three range is available from Ocado and Sainsbury from mid-June and during July and August in Asda, Tesco and Boots, RRP £1.79 for 190g pot.
