Tilda Kids bolsters growth amid category decline

Tilda said its Kids range has posted a sales growth of 11.7 percent in 2019, despite a steep decline in the category.

The IRI figures show 6.7 percent drop in sales value for the children’s wet ambient category for the 52 weeks ending on 28 December 2019.

Tilda attributed its success to its great taste, convenience, quality and the fact that each pouch contains one of a child’s five-a-day. The range has recently awarded the Mumsnet Rated Badge after successful product testing by 225 parents in the UK, with 84 percent of testers saying they’d recommend the range.

“We’re very pleased that the UK’s biggest parenting website, with over 10 million monthly users, has assigned the product its trusted trademark,” said Anna Beheshti, brand lead at Tilda.

“Baby food is an increasingly tough market, however Tilda Kids is gaining real traction with our existing, diverse consumer base and new consumers alike.”

The range, with five variants, will feature the Mumsnet Rated badge on pack from February.

The IRI data also reveals that the brand, valued at £1.6 million, is the fifth largest in the Stage 4 segment, and fourth largest in volume, with 12.3 percent market share.

The Tilda Kids range includes Sunshine Vegetable Rice, Cheese & Tomato Rice, Vegetable Paella Rice, Mild Curry Rice and Vegetable & Wholegrain Rice. The products are free from artificial ingredients, colours and preservatives, gluten free .

The whole range is suitable for vegetarians and four out of five of the products are vegan, excluding Cheese and Tomato. RRP £1.15.