HiPP Organic, the number one producer of organic baby food across the UK and Europe, is investing £2.5m in its jar range throughout the year.
The strategy is designed to align the entire HiPP Organic range with the NHS blueprint on weaning and add value back in to the jar sector. This includes 19 new recipes in a 60+ strong range of jars, a new range of ‘pure’ vegetable jars and a brand new look. The new range will be supported by a marketing campaign including PR, online and print advertising and promotional and digital marketing.
The jars have been given a redesign and format reshape aimed at improving usability. The new jar has a wider neck, allowing easier spoon access and the jars are portioned to align with the recommended energy requirements for each stage of weaning. The jars are also safe to warm up in a microwave and are 100% recyclable.
The new ranges, recipes and innovation are hitting stores over the course of 2017. First to shelves from March were a 10 strong range of 100% fruit and breakfast jars with new recipes and flavours, which carry a ‘no added sugar’ claim. Once the full range is launched over the course of the year, HiPP Organic will have the biggest organic, no sugar range of products in the UK market. The new nutritionally balanced recipes include a selection of breakfast jars, a range of 100% fruit jars for babies aged 4-6 months and new flavours including ‘Apple, Banana and Blackcurrant’ and ‘Banana, Pear and Mango’ flavour.