New chunky meals for toddlers introduced by Organix

Mighty Meals, a range of real food for toddlers is to be launched by Organix.

The market for meals aimed at one to three year olds is worth £19.6m and Organix hopes to drive £1.8m incremental category value through increased category penetration. The three month launch period will be supported by a £659k investment in print advertising and social media activity.

The Mighty Meals will come in five recipes that aim to appear like homemade food rather than traditional baby food. The meals are; Organic Hearty Lamb Hotpot, Organic Pork Meatballs, Organic Creamy Chicken Pasta, Organic Tomatoey Beef Bolognese and Organic Spinach Falafels.

Organix Mighty Meals rrp at £1.99 each (200g portion). The meals will be available in Asda, Boots, Morrisons, Ocado, Sainsbury's and Waitrose.

Stephanie Hildon, Marketing Director at Organix, commented:

"Our consumer insight research tells us mums want toddler foods that are as close as possible to homemade and that look really appealing, they want more than just baby food with lumps and they're happy to trade up.

"The gap is strongest in the 13mths+ age group. Mighty Meals address these needs and are the obvious next step for Organix.

"We already have a strong and growing baby foods portfolio and leveraging our brand leading position in the toddler snacks market makes sense."