Ella's Kitchen,which manufactures premium foods for pre-school children,has entered the baby breakfast cereal category in the UK.
The company has launched a range of cereals that it is billing as"healthy"and"fun".These are certainly important criteria in this category,where parents are willing to pay a premium to be reassured that they are giving their children the best start possible(as is evidenced by the strength of organic in the infant food market).
However,one of the unique selling points that has really helped build the Ella's Kitchen brand is the group's innovative use of packaging.The company was the first to introduce baby food in pouches.With its launch into cereals Ella's Kitchen is once again acting as a trail blazer with the use of"spouches",which,it says,have never been seen before in the category.
Next week,just-food plans to take a deeper look at the use of pouch packaging technology in our monthly Talking Tech column.
