This comes as the company sees a 200% increase in regional sales after just one year of trading in the Middle East.
Little Freddie, which was founded in 2014 by husband-and-wife team Piers Buck and Taslim Ho, creates a range of weaning products including pouches, cereals and snacks.
The 20 new additions, which will launch exclusively in the Middle East, comprise cereals, rice teethers, biscuits and puffs – flavours range from carrot, to raspberry, to banana.
“Historically, the Middle East baby food category has been dominated by a select few brands. We aim to add freshness to the shelves and inspire new thinking,” commented Jade Howes, marketing manager at Little Freddie.
“We’ve been able to take such a considered approach thanks to our research project with strategic marketing agency, Big Black Door. They’ve been instrumental in helping us understand the nuances of Middle Eastern culture and how we can best serve families who are seeking out a better option for their children amongst increasingly busy lives. We know that nothing beats a homemade meal, and also that sometimes we need convenience to get us through the day.”
These will all be packaged up in new branding, with Little Freddie hopeful it will offer further clarity to parents around nutrition.
This follows a recent backlash in the UK baby food market as a result of a Panorama investigation which found six leading brands – including Little Freddie – to be lacking in key nutrients for the development of young children.
A spokesperson for Little Freddie said that its products act as a “complementary food source that helps parents introduce new flavours during the weaning process”.
“At Little Freddie, we take nutrition seriously and continually evolve and improve our recipes and products, working closely with a Paediatric Dietician to provide the highest quality options in the baby aisle,” they added.
