Frozen children’s food firm Kiddyum has signed a deal with Albert Bartlett to take a 40 per cent equity stake in the award-winning children’s food company.
The investment will support Kiddyum’s growth plans by funding the development of new products and accelerating its retail, service sector and export business.
Albert Bartlett Portfolio, Managing Director, Richard Quinn, will support strategy and help guide the business’ next stage of growth alongside Kiddyum founder and Managing Director, Jayne Hynes.
Kiddyum launched in Sainsbury’s nationwide in 2015 after winning a StartUp Britain competition, and has since secured listings in Co-op Food and Ocado.
The healthy frozen mini meals are aimed at children aged one to four. All are ethically packaged and contain no added sugar and are low in salt.
Kiddyum founder and managing director, Jayne Hynes, said:
“We’re at an important stage in the company’s development so it’s great to get the backing of such a large, successful business – especially one that’s so well aligned with all of our values”.
“With the breadth of the team’s experience we can further the development of the Kiddyum brand and bring the meals to even more parents looking for a genuinely healthy alternative to home cooking.
Richard Quinn added: “At Albert Bartlett, we’re passionate about driving a healthier future for children’s food, and we believe frozen plays a big part in this:Kiddyum has been quietly spearheading a revolution in the category and we’re excited to help drive the business to the next level and extend coverage.’’
“We’re a fantastic fit, as quality ingredients and a passion for helping children eat well are at the heart of both businesses’ DNA.
“We’ve come on board at a really exciting time in Kiddyum’s growth, and will work together to capitalise on increased consumer demand for healthy frozen foods.”
The investment follows the launch of two new products at Sainsbury’s – Veggie Lentil Dahl & Rice and Pasta Bolognese (RSP: £2.00).
With these new additions, Kiddyum’s range now includes six Stage 3 ready meals, which are made with British meat and dairy and MSC-certified fish.
According to Kantar Worldpanel, value sales in the frozen category climbed 3.4 per cent to £6.3 billion in 2018.