New baby food brand Peasy Pods is set to shake up the UK baby food sector this March when it launches a range of frozen organic fruit and vegetable purees in Morrisons, with recipes that have been created by Harley Street dietitians.
Peasy Pods delivers the answer to consumers’ growing skepticism of long-life preservation processes, the need for convenience, and the desire to reduce food and plastic waste. The products are made with only natural, organic ingredients that are simply cooked, blended and frozen. As freezing is the most natural preserving process, this means the Bucks-based brand locks in taste and important nutrients, without additives or further heat treatments.
Four flavor combinations, including Beetroot, Pumpkin and Carrot, will be available in multi-portion resealable packs in Morrisons’ frozen children’s meal section from March 9th. Each pack holds 10 cubes (five portions) so parents can use as little or as much as they need, with minimal waste.
Peasy Pods is the brainchild of Sarah Seabrook, who has a 20-year career in trading and insight for major food retailers and manufacturers, who commented:
“Like many parents I wanted to feed my children homemade, flavorsome, nutritious food, but life can be hectic and time wasn’t always on my side. There was untapped potential in the market and parents’ needs, though clearly obvious, were being ignored by the baby food industry.”
According to a press release from the company, recent research revealed a decline in interest for ambient choices and a desire for a brand that comes close to homemade food in terms of health, taste, quality and reduced waste. Market data also confirmed an increased interest in frozen baby food and its link to natural health, with household penetration in growth +53% year-on-year.
Seabrook continues: “Working with experts, including two Harley Street dietitians who specialize in childhood nutrition, I’ve developed Peasy Pods frozen organic fruit and veg puree to meet that need. Initial trials tell us that parents are going to love Peasy Pods. Nine out of ten said they would buy it.”
Peasy Pods launch in Morrisons’ stores and online from March 9. Each pack provides 10 x 20g cubes (five x 40g portions) priced at GBP3.00 RSP (60p per portion/meal)