Food & Drink Innovation Network ? ORGANIX MOVES INTO TODDLER MEALS

July 11th, 2011

Organix is launching into the ?19.6m toddler meals category with Mighty Meals, a range of real food for one to three year olds in five organic meals.

Toddler meals are growing strongly +21% YoY, ahead of baby wet food at +5% and the total baby food category at +5%.

With +40% growth YoY, Organix plans to leverage its 44% share of total toddler ? driven by its strength in snacks with Goodies ? in meals for one to three year olds.

Organix expects to drive ?1.8m incremental category value with Mighty Meals predominantly through increased category penetration.

Stephanie Hildon, Marketing Director at Organix, said:

?Our consumer insight research tells us mums want toddler foods that are as close as possible to homemade and that look really appealing, they want more than just baby food with lumps and they?re happy to trade up.

?The gap is strongest in the 13mths+ age group. Mighty Meals address these needs and are the obvious next step for Organix.

?We already have a strong and growing baby foods portfolio and leveraging our brand leading position in the toddler snacks market makes sense.

?For the retailer it?s an excellent opportunity to expand the baby food category, not just by breadth of range and innovative formats but by age too.

?With more grown up textured food that looks like real food we see Mighty Meals appealing to home cooking mums, so bringing new mums into the category.

?For the retailer it?s also an opportunity to keep mum in the baby food aisle for longer.?

Organix will support Mighty Meals with a ?650k (MEAL) spend over the three month launch period.

Organix Mighty Meals come in five chunky recipes

The investment covers print advertising in retailer magazines, such as Sainsbury?s Little Ones, Waitrose Kitchen Magazine, Boots Parenting Club; parenting titles Mother & Baby, Practical Parenting and Prima Baby and women?s weeklies including Hello and OK!, plus social media activity on Facebook, Twitter and blogging sites.

Additionally there will be an outdoor campaign ? six sheets in key supermarket spots; price promotions; and front of store and in store sampling at Sainsbury?s and Waitrose.

The experiential activity includes a sampling exercise in August at the kids? festival Lollibop ? The Big Bash for Little People.

All of these activities will also be supported by a consumer PR campaign.

Organix Mighty Meals come in five chunky recipes, in combinations that claim to ?let growing toddlers fall in love with real grown-up food?:

? Organic Hearty Lamb Hotpot
? Organic Pork Meatballs
? Organic Creamy Chicken Pasta
? Organic Tomatoey Beef Bolognese
? Organic Spinach Falafels

Mighty Meals is being marketed as being made with ?real chunky ingredients that mum will be able to see and little ones will be able to bite into and taste.?

Made with real ingredients Mighty Meals are real meals that are designed to appear homemade.

Organix Mighty Meals rrp at ?1.99 each (200g portion). The launch roll-out over summer 2011 will see Organix Mighty Meals in Asda, Boots, Morrisons, Ocado, Sainsbury?s, Waitrose.

For more information click here to visit the website.

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Source: http://www.fdin.org.uk/2011/07/organix-moves-into-toddler-meals/

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