Kiddyum shifts production and launches in Co-op Food

Frozen children’s food brand Kiddyum has signed a deal with The Authentic Food Co., moving the production of millions of frozen meals to its manufacturing site in Stockport, Greater Manchester.

Jayne Hynes and Authentic Food Co. CEO Nik Basran

The deal will see Kiddyum’s existing five-strong range reworked and the two companies develop new meals in 2018. For The Authentic Food Co., the co-pack agreement represents an expansion into the baby food market.

The partnership coincides with Kiddyum’s national Co-op Food roll out – the third major supermarket listing in the brand’s two-year history, following an initial launch into Sainsbury’s (in August 2015) and Ocado (in March 2017).

Kiddyum was founded by mumof- two Jayne Hynes, who went on to win Sainsbury’s Pitch-Up competition. The frozen meals are made with British meat and dairy and MSC-certified fish, and contain no added sugar and low salt.

Since its launch, sales of Kiddyum have increased by 30% year on year, and the company is now planning overseas expansion and new product development. Kiddyum founder and Managing Director, Jayne Hynes, said: “These two important developments have come in quick succession.

“Our Co-op Food roll out follows increased consumer confidence in frozen, and long-term growth in sales of healthy frozen foods. Both have been important factors in Kiddyum’s recent success as parents look to the freezer aisles for a nutritious and convenient alternative to home cooking.

“The Authentic Food Co.’s ethical credentials were a huge factor in our decision to shift production, as was their commitment to producing quality meals. We’re sure this partnership will give us a fantastic commercial edge and supports our ambitious future plans for the brand with new products and overseas expansion on the agenda for 2018.

“It’s an exciting time for the frozen children’s food category as a whole, and the partnership will allow us to continue to innovate in the sector.”

Retail sales of British frozen food have grown 3% in the past year to £5.8 billion, according to Kantar Worldpanel.

The Authentic Food Co. was recently recognised as the 12th fastest-growing private food and drinks company in The Grocer’s annual Fast 50 survey.