Global organic baby food brand launches in Australia

Ella’s Kitchen, the UK baby and toddler brand that introduced the first squeeze pouch in 2006, is becoming available in Australia, in partnership with Coles.

Based on its global success in 15 markets, Ella’s Kitchen is poised to gain a significant share of the Australian baby and toddler food markets. It is currently the fastest growing baby food company in the UK.

Since Ella’s Kitchen products hit supermarket shelves in 2006, the company has consistently grown profit, virtually doubling turnover each and every year for the past six years. Last year the company had a turnover of $48.3 million and is set to continue to grow with an expected turnover of $65 million by June 2012.

Ella’s Kitchen is the brainchild of UK dad and 2011 UK Entrepreneur of the Year Paul Lindley. Faced with the challenge of getting his daughter Ella excited about mealtimes, Paul decided to tackle the problem. He believed that just like adults, babies eat with all of their senses - which means it’s not just texture and taste that’s important. Research commissioned by Ella’s Kitchen shows that toddlers who experienced new foods through sight, smell, sound and touch during a play session before tasting it were more willing to try tasting their vegetables.

The range available in Coles will consist of 16 products made from organic ingredients, with no additives or preservatives, suitable for babies four months to toddler age.

Lindley, says: “We have had many approaches by distributor partners over the years and lots of direct contact from Australian families pleading us to launch properly with a big retailer and are thrilled to be finally launching nationally with Coles. Our aim is to reach one million Ella’s Kitchen product sales by the end of 2012.”