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12 November 2008 – Babylicious, the company that mums rely on for home-made tasting frozen baby food, has launched a new contemporary look with improved meals that will have mums and tots begging for more. The product update follows months of intensive research and directly reflects what today’s mums want when it comes to feeding their babies and toddlers.

One of the biggest changes is in the Babylicious Stage 2 meals (6 months plus) which now have an Easi-Chew texture to help babies graduate from smooth purées to proper meals, a stage many mums find difficult to make at home.

“We found mums are very knowledgeable about the relationship between lumpy food, chewing and speech but some found making food with the right ‘lumpiness’ a challenge,” explains Sally Preston, founder of Babylicious. “Our improved meals help mums give their babies both the perfect consistency and great natural flavours.”

The company has also addressed the sometimes tricky issue of getting toddlers to eat vegetables. The toddler meal range – Kiddylicious – now does double duty with both hidden and visible vegetables.

“Mums expressed concern over the trend to ‘hide’ vegetables from children just so that they get their five-a-day, resulting in toddlers not knowing what a vegetable looks like and creating a longer term issue. Yet mums are practical and want solutions for fussy toddlers who won’t eat veg. So we’ve given them the best of both worlds by including vegetables you can see, and some that you can’t!” says Sally.

There is growing awareness amongst mothers about the importance of home cooking, but given the time pressures many of them are under, they can’t always cook from scratch. The Babylicious range of meals helps mums give their children proper food that is made out of wholesome, natural ingredients without any nasties or extreme sterilisation techniques.

“We simply make the food the same way mums do, so that they now have an alternative to doing it all themselves. We’ve concentrated on making proper meals everyone enjoys, instead of faddy new age super foods. It’s important for children to learn to eat great tasting ‘real’ meals similar to the family meals they’ll have when they’re older,” says Sally.

“We’ve also stuck to our guns about frozen as nothing locks in freshness and quality better. We are delighted to see the increased popularity of frozen foods, after all, freezing is nature’s way of preserving. Jars and chilled ready meals both lose flavour and goodness in the cooking and sterilization process,” she says.

The company has even extended the ‘natural’ message by using ‘real’ children who regularly eat the Babylicious range, instead of models for their new packaging.

All the meals are free of added preservatives, salt, sugar, colouring, antioxidants, fillers, bulking out agents or GM ingredients. The ingredients are sourced from well trusted farms and suppliers, and the packaging is recyclable.

The company has also introduced a new, improved home delivery service for those mums not able to get the products in a local supermarket. The full range can be bought from the new look and is delivered direct to customers’ homes, ready to be popped into the freezer.

The products can also be purchased in selected ASDAs, Budgens and Waitrose stores as well as online at An online store locator will help mums find a store close to them.

The Babylicious range now includes:
Stage 1 (for first tastes) - £1.99 a tray (250g tray)
These ultra smooth delicious purées are a great way to introduce babies to solids. They come in trays of 10 cubes each. Mums simply pop out as many as they need, a great way to cut down on waste.
• Carrot & parsnip with potato
• Plums & pear with banana

Stage 2 (Suitable from 6 months plus) - £2.99 for two meals
These Easi-Chew meals bursting with natural flavours add texture and more adventurous tastes. They no longer come in ice cube format, instead are served in 150g tubs, with two different meals in each pack.
• Cheesy pasta with tomato and basil & Sweet and sour vegetables with rice
• Tomato and chicken risotto & Chicken casserole with vegetables
• Cottage pie & Lasagne
• Lancashire Hotpot & Fruity lamb casserole
• Creamy salmon and broccoli mornay & Vegetable and cod in parsley sauce

Stage 3 (for hungry tums from 10 to 12 months plus) - £1.99 for a single meal
These individual 200g Kiddylicious meals are the exact same texture as adult meals only with little ‘spoon sized’ pieces for independent eating.
• Pasta with broccoli, cheese and tomato
• Fruity Chicken Curry and rice
• Cottage pie
• Potato topped tuna & sweetcorn pie
• Tomatoey chicken rice with vegetables
• Spaghetti bolognaise
• Lancashire hotpot


About Babylicious

Babylicious was set up in 2002 by Sally Preston, a working mother of two, who became frustrated by the lack of prepared baby and children’s food that were free of additives and that tasted good. As a food scientist, she put her knowledge into practice and created the Babylicious range. Her novel approach to freezing baby food instead of jarring it earned her a dedicated following of mums plus numerous business awards. She is recognised as one of the first ‘mumpreneurs’, setting up a business from her kitchen table while juggling the demands of motherhood. Sally is featured in many books, including ‘Kitchen Table Tycoon’, ‘How I made it’ plus many more motivational books. She is also a regular on the public speaking circuit.

For images, interviews, product samples or additional information, contact:

Melissa Talago
Peekaboo Communications
Tel: 01635 248496

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