About Piccolo
Piccolo: Premium Organic Baby Food from Britain Introduction to Piccolo Piccolo has transformed the British baby food market since 2016, bringing Mediterranean-inspired organic nutrition to babies, toddlers, and children. Founded by Cat Gazzoli with a mission to connect families with real food provenance, Piccolo offers 100% organic products with no refined sugar, no palm oil, and no added salt — delivering genuine goodness in convenient formats. As the UK's largest premium baby food brand in pouches and the sixth-biggest player in the overall baby food category, Piccolo has earned the trust of British parents seeking better nutrition for their little ones. The distinctive colourful pouches are now fixtures in supermarket baby aisles, representing the premium end of convenient baby feeding. At Grocefully, we help you compare Piccolo prices across UK supermarkets, ensuring you can provide your baby with organic nutrition at the best available prices. Whether you're starting the weaning journey with smooth purees, progressing to textured meals, or keeping active toddlers satisfied with healthy snacks, price comparison helps you find better value. The Piccolo Story: From Slow Food to Baby Food Piccolo's founding reflects founder Cat Gazzoli's unique background in food education and ethics. A Non-Profit Foundation Cat Gazzoli's journey to baby food entrepreneurship began with the United Nations, where she created campaigns and programmes promoting sustainable livelihoods for farmers, female parity, and equal opportunities. She then became CEO of Slow Food UK, the global campaigning organisation for good, clean, and fair food. This background — years spent getting to know producers, from Somerset cheese makers to Orkney flour millers — would profoundly shape Piccolo's approach to sourcing and quality. The 2016 Launch Gazzoli started Piccolo when she decided she wanted to provide parents with the opportunity to connect with provenance, striving to create a brand with strong ethics on both sourcing and charitable giving. Her vision was to introduce parents and babies to the wonders of the natural Mediterranean diet. She founded Piccolo with infant feeding specialist Alice Fotheringham and creative director Kane O'Flaherty, combining expertise in baby nutrition with Gazzoli's food sourcing knowledge. Mentorship from Food Legends Having Prue Leith (of Great British Bake Off fame) and Craig Sams (founder of Green & Black's chocolate) as mentors proved pivotal. These food industry veterans gave Gazzoli the courage to move forward in a commercial world quite different from her not-for-profit background. Strategic Retail Growth Gazzoli's plan centred on Waitrose — recognising this as the right retailer for Piccolo's premium organic positioning despite interest from elsewhere. This strategic focus on appropriate retail partnership established Piccolo's quality credentials. 2018 became Piccolo's biggest year, with expansion into Sainsbury's and Tesco. For the second consecutive year, Piccolo held the title of fastest-growing baby food brand in the UK. Today, Piccolo is the UK's sixth-biggest player in the baby food category and the largest premium brand in pouches, with an estimated turnover of approximately £7.5 million. The Piccolo Philosophy Understanding Piccolo's approach explains why parents choose it for their babies. Mediterranean Diet Inspiration Piccolo draws on the Mediterranean diet — widely regarded as one of the healthiest eating patterns — adapting its principles for babies and children. This means emphasis on fruits, vegetables, olive oil, and diverse flavours from an early age. The Mediterranean approach introduces babies to varied tastes rather than limiting them to bland, simplified foods. This flavour exposure during weaning potentially establishes healthier eating patterns for life. 100% Organic All Piccolo products are 100% organic, meeting EU Organic certification requirements with at least 95% organic material. This means ingredients grown without synthetic pesticides, artificial fertilisers, or GMOs. For parents concerned about what they're feeding developing babies, organic certification provides assurance about ingredient quality and production methods. No Nasties Piccolo's commitment extends beyond organic certification: No refined sugar: Natural sweetness from fruits only No added salt: Important for developing kidneys No palm oil: Environmental and health considerations Non-GMO: No genetically modified ingredients No pesticides: Organic certification guarantees These exclusions reflect modern parental concerns about processed baby food. Ethical Sourcing Gazzoli's background in food provenance means genuine attention to sourcing. The commitment to connecting "family farm to family table" isn't just marketing — it reflects years of experience working with food producers worldwide. Charitable Commitment Piccolo donates 10% of profits to food education in partnership with the National Childbirth Trust (NCT), the UK's largest parenting charity. The company also donates baby food to City Harvest food banks and supports Little Village, helping families in need. This charitable dimension means every Piccolo purchase contributes to broader food education and support for vulnerable families. The Piccolo Product Range Piccolo offers comprehensive organic baby, toddler, and children's food. Baby Pouches (From 4 Months) The pouch format that built Piccolo's reputation: Smooth Purees: Single-ingredient purees perfect for early weaning — Pure Mango, Pure Plum, and vegetable-based options introduce babies to individual flavours. Fruit & Veg Blends: Combinations like Apple, Banana & Blueberry; Sweet Potato, Beetroot, Pear & Apple; and Carrot, Sweet Potato & Butternut Squash offer nutritional variety. Mighty Smoothies: The "Powerful Purples" and "Mighty Reds" ranges combine colourful fruits and vegetables — purple berries, plums, beetroot — with yoghurt and banana. Baby Blends: Stage-appropriate combinations providing balanced nutrition as babies progress through weaning. Baby Pouches (From 6-7 Months) As babies develop, textures increase: Textured Meals: More substantial combinations with increased texture for developing chewing skills. Yoghurt Products: Dairy-based options combining fruits with creamy yoghurt. Protein-Rich Options: Meals incorporating appropriate protein sources for growing babies. Baby Snacks Finger foods supporting self-feeding development: Melties: Melt-in-the-mouth snacks perfect for early self-feeding. Multigrain Puffs: Light, dissolvable puffs including Cocomelon character-branded options. Teething Snacks: Products designed for teething babies to safely hold and gnaw. Toddler Range (12 Months+) More adventurous foods for growing appetites: World Flavour Meals: Thai curry, Mexican bowls, Korean BBQ — introducing toddlers to global cuisines. Pasta Dishes: Familiar formats with nutritious, organic ingredients. Oaty Bars: Portable snack bars for active toddlers. Fruit Bites: Convenient fruit snacks without added sugar. Crispy Sticks: Crunchy snacks for older toddlers and children. Kids Range (3 Years+) Extending the Piccolo approach to older children: Squeezy Fruits: Convenient fruit pouches for lunchboxes. Yogurt Pouches: Dairy snacks in portable format. Cocoa Biscuits: Treats made with better ingredients. Snack Bars: Filled grain bars for energy and nutrition. Cooking Range Supporting home cooking for families: Mini Pasta Shapes: Child-appropriate pasta sizes. Pasta Sauces: Tomato and Bolognese options made with Piccolo quality standards. The cooking range helps parents create homemade meals whilst maintaining Piccolo's ingredient standards. Age-Stage Approach Piccolo organises products by developmental stage: From Birth: Specific products for earliest stages 4 Months: First weaning products 6 Months: Expanding flavours and textures 7 Months: Increased texture and variety 10 Months: More substantial meals 12 Months+: Toddler-appropriate foods 3 Years+: Children's snacks and meals This staging helps parents navigate the weaning journey and beyond with appropriate products at each phase. Dietary Options Piccolo caters to various dietary requirements: Vegetarian: Many products suitable for vegetarian babies Vegan: Plant-based options available Dairy-Free: Options for lactose-sensitive babies Gluten-Free: Suitable for gluten-sensitive children Clear labelling helps parents identify appropriate products for their child's needs. Shopping for Piccolo in the UK Piccolo has achieved strong UK retail distribution. Supermarket Availability Waitrose: Piccolo's original retail partner, with comprehensive ranges Sainsbury's: Expanded in 2018, now stocking key products Tesco: Major supermarket presence established in 2018 Ocado: Online availability for home delivery customers Premium supermarkets typically stock broader Piccolo ranges than value retailers. Online Availability MyLittlePiccolo.com: Direct from the brand with full range access Amazon UK: Extensive selection with multipack options Supermarket websites: Home delivery through grocery retailers Online shopping provides access to the complete range, including products not always stocked in local stores. Specialist Baby Retailers Baby-focused retailers and pharmacies may stock Piccolo products, particularly in areas with higher demand for premium baby food. Understanding Piccolo Pricing Piccolo occupies the premium segment of baby food. Premium Positioning Piccolo prices exceed budget baby food brands, reflecting organic certification, ethical sourcing, and quality ingredients. The premium is comparable to other organic baby food brands like Ella's Kitchen. Per-Pouch Economics When comparing baby food costs, consider pouch size and nutritional content alongside price. Premium organic products may offer better nutrition per serving than cheaper alternatives. Multipack Value Multipacks typically offer per-unit savings compared to single purchases. For regular Piccolo users, buying multipacks reduces per-serving costs. Subscription Savings The Piccolo website may offer subscription options with savings for regular delivery. For families using Piccolo consistently, subscriptions provide convenience and value. Promotional Opportunities Supermarkets include baby food in promotions. Monitoring offers across retailers identifies opportunities to stock up at reduced prices. Practical Tips for Piccolo Shoppers Match Products to Stage Piccolo's staging system guides appropriate product selection. Using stage-appropriate products ensures suitable texture and nutrition for your baby's development. Compare Across Retailers Piccolo prices vary between retailers. Premium supermarkets may stock broader ranges, whilst mainstream retailers may offer competitive pricing on popular products. Try Variety Piccolo's range spans many flavours. Introducing variety during weaning helps develop diverse taste preferences — try different products rather than sticking to one favourite. Consider Multipacks For established favourites, multipacks reduce per-unit costs. Building a varied supply of Piccolo pouches ensures options are always available. Check Date Codes Baby food has shelf life considerations. Checking dates when stocking up ensures products will be consumed before expiry. Piccolo in British Baby Food Culture Piccolo has contributed to evolving expectations for baby food. Raising Standards By demonstrating consumer appetite for premium organic baby food, Piccolo has influenced the broader market. Competitors have improved offerings in response to Piccolo's success. Mediterranean Weaning Piccolo's Mediterranean approach challenges assumptions that baby food must be bland. Introducing diverse, flavourful foods from the start potentially establishes healthier lifelong eating habits. Ethical Expectations The charitable commitment and ethical sourcing reflect changing parental expectations. Parents increasingly want to know that their purchases align with broader values. Convenient Quality Piccolo proves that convenience (pouches) and quality (organic, ethically sourced) aren't mutually exclusive. Busy parents can provide excellent nutrition without compromising on principles. Conclusion Piccolo's journey from Cat Gazzoli's vision in 2016 to the UK's largest premium baby food pouch brand demonstrates how meeting genuine parental needs creates market success. The combination of Mediterranean diet inspiration, 100% organic ingredients, ethical sourcing, and charitable commitment resonates with British parents seeking better options for their babies. With products spanning from first weaning at 4 months through to children's snacks at 3+ years, Piccolo accompanies families through the entire early feeding journey. The comprehensive range — smooth purees, textured meals, finger foods, global cuisine flavours, and cooking ingredients — means Piccolo can serve virtually every baby and toddler feeding occasion. The brand's availability at Waitrose, Sainsbury's, Tesco, and through online channels ensures Piccolo is accessible to parents across the UK. Using Grocefully to compare Piccolo prices across UK supermarkets helps find the best deals on premium organic baby food. For parents who want the best nutritional start for their little ones, Piccolo delivers organic, ethical, diverse baby food — and smart shopping ensures that quality nutrition costs as little as possible.