Made with certified organic ingredients, vitamin B1 and no added sugar* 

Aptamil, the UK’s number one baby milk brand[1], is expanding its Organic range, with the launch of Aptamil Organic Cereals.

Introducing new tastes and textures is an important step as infants begin their weaning journey. Aptamil Organic Cereals are a convenient option for parents feeding their little ones, and are available in two tasty flavours in resealable 180g packs:

  • Aptamil Organic Banana & Strawberry Porridge (suitable from 6+ months)
  • Aptamil Organic Seven Grain Cereal (suitable from 7+ months)

Made with a blend of certified organic ingredients and vitamin B1, the new range contains no added sugar* or preservatives.

Paula Nelms, Senior Brand Manager at Aptamil said:Our products are designed to support parents with their little one’s feeding journey, and we’re delighted to launch Aptamil Organic Cereals. We know how important meals times are and enjoying them together during the early years is an exciting time for families. 

“This range has been certified by the Soil Association, an independent organic certification body that ensures that the cereals have been produced in line with strict organic, social and environmental standards in the EU and the UK[2].”

In October 2020, Aptamil launched its first Organic formula milk range, of which Aptamil Organic Follow On Milk was recently crowned Product of the Year** in the organic formula milk category of the UK’s largest consumer survey of product innovation. Now with the launch of Aptamil Organic cereals, the premium brand has expanded its organic offering to help grow the category by meeting consumer demands.

Nelms added: “Our Organic range is inspired by 40 years of knowledge and research in early life science and is crafted with the care and expertise we believe every parent and baby deserves. We know from listening to parents and watching market trends that parents are increasingly seeking more natural and organic options[3]. The organic market is a rapidly growing segment having achieved its highest year-on-year growth in 15 years in 2020[4]. With the market now worth £2.79bn, there is a clear opportunity for retailers to cater for this increasing demand[5].” 

The new Aptamil Organic Cereal range will launch in Boots on 1st of March, followed by other major retailers including Morrison’s, Sainsbury’s, Tesco, Asda, Waitrose and Ocado later in the year.

Both Aptamil Organic Banana & Strawberry Porridge and Aptamil Organic Seven Grain Cereal have a RRP of £3.00***.

[1] S&I, Aptamil No. 1 Milk Brand in the UK. Market Share 46%. Source: IRI, EIB + domestic, Total value sales, MAT, Total milks to 16th January 2021

[2]  The Soil Association. Available online: https://www.soilassociation.org/our-standards/

[3] IRI HBA/OTC EXC IMS + Kantar WorldPanel + Ocado, 52 w/e value sales data to 16th January 2021, Baby Cereals.

[4] The Soil Association: The Organic Market Report 2021. Available online: https://www.soilassociation.org/certification/market-research-and-data/the-organic-market-report-2021/

[5]The Soil Association: The Organic Market Report 2021. Available online: https://www.soilassociation.org/certification/market-research-and-data/the-organic-market-report-2021/

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