What Piccolo does

Piccolo is a UK-based, founder-led organic baby and children's food company founded in 2016 by Cat Gazzoli and headquartered in London. It produces 100% organic pouches (Baby Blends, Mini Blends, Stage 2 meals, Yogurt, Brekkie, Superboost Smoothies, World Flavours), a cooking range (mini pasta shapes, sauces, beef bone broth), finger foods (puffs, oaty bars, fruit sticks, melt-in-mouth snacks, multigrain twirls, veggie squares), licensed Cocomelon co-branded SKUs, accessories (bibs, hats, hoodies, weaning kits), and a chilled range of ready meals, mini pizzas and yogurt flips stocked exclusively at Morrisons. The technical core is recipe and nutritional formulation — 30–50% less sugar, low salt, natural protein and fiber, and ingredient-by-age suitability — guided by in-house nutritionist Samantha Forrest and paediatrician Dr Radhika Thakrar; there is no proprietary technology platform.

Revenue is generated through unit-priced physical product sales across two channels: direct-to-consumer e-commerce at mylittlepiccolo.com (supported by the Family Club loyalty program offering 20% off a first order and 10% ongoing, plus bundle and weaning-starter-kit offers) and third-party retail across the UK's largest grocery, pharmacy and specialty chains — Tesco, Sainsbury's, Asda, Morrisons, Waitrose, M&S, Boots, Booths, Ocado, Iceland, Amazon, Whole Foods Market, Planet Organic, Daylesford Farm and IKEA. Marketing is content-led through an age-segmented Weaning Hub, Ingredient and Nutrient databases for SEO, email via Family Club, organic social and the Cocomelon licensing deal for acquisition. The company also commits to donating 10% of profits to community causes. The company has raised approximately USD 2M in disclosed equity funding across 2016–2017 and participated in the Tesco Accelerator Programme in September 2024.

Name

Piccolo

Website

https://mylittlepiccolo.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Piccolo is a UK-based, founder-led organic baby and children's food brand founded in 2016. It sells 100% organic pouches, snacks, cooking ingredients and a Morrisons-exclusive chilled range via its DTC site and most major UK grocery, pharmacy and specialty retailers.

Ownership category

akta.pro rank

Product category

Organic Baby Food

NAICS

Food Manufacturing (311), Cookie, Cracker, and Pasta Manufacturing (31182), Other Snack Food Manufacturing (311919)

SIC

Food And Kindred Products (2000), Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Organic & Clean-Label Baby Nutrition (CRADAEAK)

akta.pro secondary industries

Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG), Baby Purees & Jarred Foods (Fruits, Vegetables, Mixed Meals) (CRADAEAE), Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF), Kids’ & baby/toddler prepared meals manufacturing (AFAKAHAL)

Keywords

• Organic baby food
• Infant nutrition
• Baby food pouches
• Toddler snacks
• Weaning products

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Baby Food Products: Piccolo generates revenue through the sale of organic baby food pouches, meals, snacks, and accessories. Products are sold across multiple retail channels including direct-to-consumer e-commerce and major UK grocery retailers. Product categories include pouches (fruit, vegetable, meal blends), yoghurts, cooking range (pasta, sauces), finger foods, and chilled meals.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Piccolo designs, formulates and sells 100% organic baby and children's food, including fruit and vegetable pouch purees, smoothies, natural yoghurt pouches, breakfast blends, Stage 2 meal pouches, world-flavour pouches, a cooking range of organic mini pasta, sauces and bone broth, baby finger foods and snacks, a kids 3+ snacks range, and a chilled ready-meal range. The brand also sells weaning accessories and licensed co-branded baby food products under a Cocomelon partnership.

Product overview

Piccolo is an organic baby and children's food brand offering a comprehensive portfolio of products designed for babies from 6+ months through children 3+ years. The core product line consists of organic baby food pouches in various ranges including Baby Blends (fruit & veg purees), Mini Blends, Mighty Smoothies, Superboost Smoothies, Natural Yoghurts, Brekkie range, and Stage 2 Meals. The Cooking Range provides complementary ingredients including pasta shapes (Mini Penne, Mini Stars), sauces (Tomato, Bolognese), and Beef Bone Broth. Finger Foods include Multigrain Puffs, Oaty Bars, Fruit Sticks, Melties, Multigrain Twirls, and Veggie Squares. For older children (3+ years), Piccolo offers Kids Squeezy Fruit, Squeezy Yoghurt, Cocoa Biscuits, Crispy Sticks, Fruit & Grain Bars, and Fruit Hearts. A new Chilled Range features refrigerated meals, pizzas, and yoghurts for children 1+ years available at Morrisons. The brand also offers accessories including weaning kits, bibs, hats, and t-shirts, plus collaborative products with Cocomelon licensing. Beyond products, Piccolo provides educational services through its Weaning Hub (age-based guidance and expert advice), Ingredient Database, Nutrient Database, and Family Club loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Blends Fruit & Veg Pouches Organic fruit and vegetable puree pouches for babies aged 6+ months, available in flavours such as Apple Banana Blueberry, Sweet Potato Beetroot Pear Apple, and Pear Apple Spring Greens. The flagship Stage 1 pouch line of the Piccolo baby range.
• Mini Blends Pouches Smaller-format organic fruit and vegetable puree pouches sold in 4 x 90g multi-packs (e.g. Carrot Banana Berry Beets, Sweet Potato Apple Strawberry) sized for portion-controlled baby feeding.
• Natural Yoghurt Pouches Organic natural yoghurt pouches with fruit purees (Mango & Peach, Blueberry & Banana) suitable for babies 6+ months as a creamy, protein-rich pouch option.
• Brekkie Range Pouches Organic breakfast pouches for babies including Strawberry & Banana Brekkie, Mango & Pineapple Brekkie, and multipack varieties positioned as quick morning pouch meals.
• Stage 2 Meal Pouches Heartier organic meal pouches for older babies including Coconut Red Thai Vegetable Curry, Butternut Squash Mac & Cheese, Chicken & Spring Vegetables Casserole, and Sweet Potato & Beef Meatballs, designed for the Stage 2 weaning phase.
• Superfood Smoothie Pouches (Mighty & Superboost) Organic superfood smoothie pouches with enhanced nutritional profiles including Mighty Purple Smoothies and the Superboost range covering Immunity (Blueberry Glow with Kale), Brain Boost (Berry Bliss with Coconut), and Banana Mango Coconut Passionfruit formulations.
• World Flavours Range Pouches Organic baby meal pouches inspired by global cuisines including Spanish Vegetarian Paella, Korean Barbeque Beef, and Mexican Chicken Bowl, designed to expose older babies/toddlers to international flavours in an age-appropriate pouch format.
• Baby Cooking Range Organic cooking ingredients for babies including mini pasta shapes (Mini Penne, Mini Stars), organic pasta sauces (Classic Tomato, Bolognese), and organic Beef Bone Broth (500ml), designed to support family-cooked baby meals with clean ingredients and small, manageable shapes.
• Baby Finger Foods and Snacks Organic baby finger foods and snacks for babies 6+ months including Multigrain Puffs Carrot Stars, Oaty Bars (Blushing Berries, Apple Banana Blueberry), Strawberry Date Fruit Sticks, Melties (Apple Banana Yoghurt Strawberry), Multigrain Twirls Cheese & Tomato, and Veggie Squares Carrot & Tomato.
• Kids 3+ Snacks Range Organic snacks for children aged 3+ including Squeezy Fruit (Apple Raspberry & Blueberry), Squeezy Yoghurt (Strawberry & Banana), Cocoa Biscuits (100g), Cocoa & Hazelnut and Cocoa & Coconut Crispy Sticks, Strawberry Fruit & Grain Bars, Kids Fruit Hearts (Apple Strawberry Cherry Blackcurrant), and Kids Cheese Multigrain Balls, positioned as healthier lunchbox and on-the-go snack alternatives.
• Piccolo Chilled Range Refrigerated ready-meal range for babies and children 1+ years, available exclusively through Morrisons supermarkets. Includes Chilled Meals (nutritionist-approved with hidden vegetables, protein, no added sugar), Chilled Mini Wholemeal Pizzas with hidden vegetables blended into the sauce, and Chilled Yoghurt Flips (protein-packed, no added sugar, no artificial fillers), for sipping, squeezing or spooning.
• Piccolo x Cocomelon Co-Branded Range Licensed baby food pouches and snacks featuring Cocomelon character branding, including flavours such as Pear Banana Coconut Milk & Baby Rice and Blushing Berries Pear & Banana, leveraging the popular children's entertainment IP to drive customer acquisition and shelf differentiation.
• Piccolo Weaning Starter Kit A comprehensive weaning kit including a free bib and weaning chart, bundled together to guide parents through their baby's feeding journey from first solids onwards, sold as a single co-ordinated starter pack.
• Piccolo Weaning Chart A visual weaning guide chart to help parents track their baby's feeding journey across stages, sold as a standalone physical accessory product.
• Piccolo x Bibado Weaning Bibs Co-branded coverall weaning bibs in red and yellow (developed in collaboration with Bibado) designed to protect clothing during baby mealtimes, sold as branded accessories alongside Piccolo's food range.
• Piccolo Catchment Bib (Hangry Bib) A catchment bib designed to catch food spills during baby feeding times, branded as Piccolo's signature mealtime bib accessory.
• Piccolo OMG Bucket Hats Branded baby bucket hats featuring the Piccolo OMG design, available in baby and matching adult sizes, sold as branded apparel accessories.
• Piccolo Monster Squad Hoodies (Kids) Branded children's hoodies in Green and Purple Monster Squad designs, available in sizes 5-6 years and 6-7 years, sold as apparel accessories alongside Piccolo's food range.

Quantifiable outcome

• 100% of parents reported their baby was happy eating Piccolo (per Which? survey)
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• CocomeloncoreStrategic or Co-development PartnerPiccolo has a licensing partnership with Cocomelon, producing co-branded baby food pouches and snacks including Pear, Banana, Coconut Milk & Baby Rice, and Blushing Berries, Pear & Banana products. This partnership leverages the popular children's entertainment brand to drive customer acquisition.
• BibadominorStrategic or Co-development PartnerPiccolo collaborated with Bibado to create co-branded weaning bibs (Red and Yellow Coverall Weaning Bibs) as accessories for their baby food products, enhancing the overall weaning experience for parents.
• MorrisonscoreChannel Partner/ Reseller/ DistributorMorrisons is the exclusive retailer for Piccolo's chilled range including meals, pizzas, and yoghurts. This represents a significant retail distribution partnership for the company's new product category expansion.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Annabel Karmel: Established baby and toddler food brand built around meals, pouches, snacks and cookbooks. Overlaps with Piccolo's meal-and-snack portfolio and parent-trust positioning while having a longer retail and brand heritage.
• Heinz Baby Food (UK): Mass-market baby food pouches, jars and cereals from a global CPG incumbent. Competes with Piccolo on the same UK grocery shelves at lower price points, squeezing premium organic positioning and shelf space.
• Cow & Gate: Mainstream UK baby formula and weaning foods brand under Danone. Competes with Piccolo across grocery and pharmacy channels with a deeper marketing and distribution footprint targeting the same 6+ months weaning customer.
• Aptamil: Danone-owned baby formula and follow-on brand with a weaning range sold across UK grocery and pharmacy. Adjacent competitor within the same early-feeding category with significantly larger scale and marketing spend.

Direct peers

• Little Freddie: Organic baby food pouches, snacks and meals stocked in UK grocers with a similar parent-trust-driven positioning. Competes on organic credentials, premium pricing and a broad weaning-to-toddler product set analogous to Piccolo.
• Ella's Kitchen: UK organic baby food brand offering organic pouches, snacks and meals across the same 6+ months to toddler age range as Piccolo. Direct head-to-head competitor on shelf in Tesco, Sainsbury's and Waitrose with comparable organic and reduced-sugar positioning.
• Organix: UK pioneer in organic baby food with pouches, snacks, cereals and meals. Competes with Piccolo on the same organic-clean-label proposition in mass-market UK grocers and serves an overlapping weaning-to-toddler customer base.
• Hipp Organic: Organic baby food pouches, jars and cereals from a long-established European brand. Directly competes with Piccolo in UK grocers with a similar organic-first and low-additive positioning across the baby feeding journey.

Emerging players

• Babease: Smaller UK organic baby food brand offering vegetable-led pouches and meals. Targets the same clean-label, organic-premium niche as Piccolo but at a smaller distribution scale, making it a comparable emergent challenger.

Regional players

• Happy Family Organics: US organic baby food brand serving the weaning and toddler segment. Comparable on organic-first, premium positioning and product breadth though operating primarily in the US rather than Piccolo's UK market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mylittlepiccolo
• Facebookfacebook.com/piccolofood

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Piccolo