About Kiddylicious
Kiddylicious stands as Britain's second-largest brand in baby and toddler snacking, delivering healthy, nutritious treats that help little ones develop positive attitudes toward food from their earliest years. Founded by a mum who understood what parents really need, Kiddylicious has grown from kitchen-table concept to category leader, responsible for nearly 75% of growth in the UK baby snacking market. For parents seeking delicious yet nutritious options beyond the baby food aisle, Kiddylicious provides snacks designed specifically for growing children. The Kiddylicious story begins in 2009 when Sally Preston, a former M&S food scientist and mother of two, launched the brand. Preston's unique combination of food industry expertise and firsthand parenting experience identified a gap in the market for genuinely healthy baby and toddler snacks that children would actually enjoy eating. Rather than compromise on nutrition for palatability or vice versa, Preston developed products that delivered both - delicious treats parents could feel confident giving their children. The company, officially The Kids Food Company operating under the Kiddylicious brand, was based in Amersham, Buckinghamshire. Preston owned a majority stake with staff sharing ownership, creating a business built on genuine passion for children's nutrition. This founding ethos - combining food science credentials with parental understanding - drove product innovation that resonated with UK families. Growth came rapidly. By 2017, Kiddylicious sales had jumped 89% to reach £16 million, with net profit of £1.2 million. The brand's innovation focus drove category expansion, with Kiddylicious claiming responsibility for almost 75% of growth in the UK baby and toddler snacking sector. The Little Bistro ambient ready meals range extended the brand beyond snacks into convenient meal solutions. In August 2018, Belgian multinational Lotus Bakeries acquired Kiddylicious for approximately £42 million - around twice forecast 2018 sales of £21 million. This premium valuation reflected Kiddylicious's market position and growth trajectory. The acquisition brought Kiddylicious into Lotus Bakeries' Natural Foods division alongside healthy snack brands Nakd, TREK, Bear, and Urban Fruit. Sally Preston and Commercial Director Neil Mather continued leading the business from Amersham, preserving the expertise that built the brand. Lotus Bakeries, founded in 1932 and headquartered in Belgium, operates in approximately 70 countries with around 3,000 employees. Famous for Biscoff biscuits, the company has built a substantial Natural Foods portfolio through strategic acquisitions, positioning Kiddylicious within a group committed to healthier snacking across all age groups. The Kiddylicious product range spans snacks and meals designed for babies, toddlers, and young children. Fruit-based snacks include smoothie melts, fruit wriggles, and crispy fruit snacks that make healthy eating fun. Vegetable snacks introduce savoury flavours in appealing formats. Wafers and biscuits provide texture variety whilst maintaining nutritional standards. Rice cakes and puffs offer light, easy-to-manage finger foods. Products are carefully formulated for each developmental stage. Baby snacks suit early weaning with soft textures and appropriate sizes. Toddler ranges provide more challenging textures as chewing develops. Kid-focused products appeal to older children whilst maintaining healthier profiles than mainstream confectionery alternatives. The Little Bistro ready meals range delivers convenient, nutritious main meal options. Ambient packaging enables store-cupboard storage whilst maintaining quality. Recipes provide balanced nutrition through vegetables, protein, and carbohydrates in child-friendly formats and flavours. Kiddylicious products are widely available across UK retailers. Major supermarkets including Tesco, Sainsbury's, Asda, Morrisons, and Waitrose stock comprehensive ranges in baby food aisles. Boots offers selections alongside pharmacy baby supplies. Online retailers including Amazon provide convenient home delivery. The brand's market position ensures strong availability for parents seeking healthy snacking options. When comparing Kiddylicious to competitors like Ella's Kitchen, Organix, and supermarket own-brands, Kiddylicious differentiates through snacking focus and innovation. Against Ella's Kitchen (primarily pouches), Kiddylicious offers broader snack variety. Against Organix, both compete on nutrition credentials with different product emphases. The Lotus Bakeries acquisition provides resources whilst the Amersham team maintains founder-driven innovation. For UK parents seeking healthy snacks that children genuinely enjoy, Kiddylicious delivers food scientist expertise in products designed by a mum who understood the daily challenges. Whether introducing first finger foods, managing toddler tantrums with nutritious treats, or packing lunchboxes with healthier options, Kiddylicious provides solutions that taste good whilst doing good. Using Grocefully to compare Kiddylicious prices across UK retailers ensures you find the best deals on these trusted baby and toddler snacks.