Danone launches vast range of baby food category


Danone Early Life Nutrition is launching a category refresh that spans its leading baby food brands, Cow & Gate and Aptamil.


Cow & Gate is launching fifteen new food recipes across the pouch, cereal, jar and tray product ranges, as well as a complete packaging re-brand across its entire formula milk and food portfolio.


Starting from mid-June, the changes will be the biggest the brand has ever undergone.


Aptamil is launching a new patented next generation powder formulation and a complete packaging refresh across its entire range.


Featuring a new TV advertisement and a huge stream of new product developments the Cow & Gate re-brand will be hitting the shelves with the aim to introduce delicious and new flavours, textures and tastes to the baby food category.


Cow & Gate are the first to bring fish to the early stage of the weaning journey for babies, with the launch of the new jar product Butternut Squash, Salmon and Courgette.


For this age group, they are also introducing new textures and flavours to the pouches range, such as Strawberry Quinoa with Greek Style Yogurt, to help parents integrate grain texture progression and dairy into their babies’ diets.


Four new porridge recipes have been designed to help reinvigorate the cereal category for babies up to one year.


The new flavours, such as Multigrain Porridge with Oats and Barley, provide a source of vitamin D and iron.


For children aged 12 months onwards, new steam tray meals like Vegetables, Chicken and Mango Curry aim to help parents introduce grown-up and diverse flavours at a later feeding stage.  The trays are designed to be a convenient format also encouraging little ones on their journey to family meal times.


These changes are an evolution of steps taken in 2016 to emphasise diverse and authentic tastes by using simple delicious recipes, remove added sugar with no artificial colours, flavourings or preservatives, across the Cow & Gate food range.


The new-look packaging is inspired by nature’s colours, by injecting more green into the design of their labelling. The change is in response to consumers’ desires for a more instinctive approach to parenting, and a need for products that they can trust.


The packaging now further highlights images of the ingredients, making it more transparent for parents to identify the recipe options on the shelf.


Available in most retailers in the UK from mid-June RRP is at the sole discretion of retailers.

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