What Kiddylicious does

Kiddylicious is a UK-based consumer packaged goods brand that designs, manufactures, and distributes nutritious snacks and finger foods for babies (from 6 months) and toddlers (up to 3+ years). Founded in 2009 by Sally Preston and headquartered in Amersham, the brand is wholly owned by Belgian food group Lotus Bakeries NV (founded 1932, listed on Euronext Brussels). The product range spans approximately 17 distinct lines including rice wafers, veggie straws, fruit smoothie melts, filled oat bars, soft biscotti, melty tubes and buttons, coconut rolls, rice crunchers, and fruit/vegetable puree pouches — each designed around specific textures, shapes, and portion sizes intended to support developmental milestones such as self-feeding, pincer grip, and hand-to-mouth coordination. Many products are gluten-free, dairy-free, or free from major allergens, and all comply with EU baby food regulations including pesticide-residue thresholds below 10 parts per billion.

The core technology of the business is product formulation and food design specialized for infant and toddler developmental stages — a domain-knowledge moat rather than a software or AI-driven one. The company distributes through nine named UK and international retailers across grocery (Tesco, ASDA, Sainsbury's, Morrisons, Waitrose), pharmacy (Boots, Superdrug), and online (Amazon UK/Canada, Ocado) channels, with localized sites serving the UK/Ireland, France, and Canada (English and French). Marketing is driven by organic social media (Facebook, Instagram, LinkedIn, Pinterest, YouTube) and a content-marketing platform called Parent Corner that provides weaning guides and parenting content.

Revenue is generated through one-time unit sales of portion-controlled packaged snacks via retail and e-commerce channels at retailer-determined price points (no direct subscription model). The brand employs 11-50 staff, while its parent Lotus Bakeries operates at EUR 1,232 million in FY2024 group revenue with 3,360 employees, 23 own sales organizations, and production facilities across six countries. The Kiddylicious brand itself does not separately disclose financials; it operates as a wholly-owned subsidiary alongside sibling brands including Natural Balance Foods, Urban Fresh Foods, The Kids Food Company, and Peter's Yard.

Name

Kiddylicious

Legal name

Lotus Bakeries International und Schweiz AG

Website

https://kiddylicious.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Short description

Kiddylicious is a UK-based children's snack brand owned by Lotus Bakeries NV, designing nutritious finger foods and weaning snacks for babies and toddlers aged 6 months to 3+ years, distributed through major UK grocery, pharmacy, and online retailers across the UK, France, and Canada.

Ownership category

akta.pro rank

Product category

Baby and Toddler Snacks

NAICS

Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF)

akta.pro secondary industries

Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ), Baby Food & Infant Fruit/Vegetable Products (Purees, Pouches) (AFAKAFAJ)

Keywords

• Baby snacks
• Toddler snacks
• Weaning foods
• Baby finger foods
• Children's snack brand

Headquarters

HQ city

Amersham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: Kiddylicious generates revenue through the sale of packaged baby and toddler snacks through retail distribution channels including supermarkets, pharmacies, and online retailers. Products are sold as ready-to-eat snacks in portion-controlled packaging.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels8 records

Core offering

Kiddylicious manufactures and distributes packaged nutritious snacks and finger foods for babies and toddlers aged 6 months to 3+ years. The product range includes rice-based wafers, veggie straws, smoothie melts, oat bars, fruit bakes, soft biscotti, melty buttons, tubes, pouches and other portion-controlled snacks designed with specific shapes and textures to encourage self-feeding and develop motor skills.

Product overview

Kiddylicious is a baby and toddler snack brand specializing in nutritious weaning foods and finger foods for children aged 6 months to 3+ years. The product portfolio includes multiple distinct product lines: Wafers (rice-based melt-in-mouth wafers in Mini and Maxi sizes), Veggie Straws (vegetable-based tube snacks), Smoothie Melts (100% fruit melts), Filled Oat Bars (soft oat bars with fruit filling), Fruity Bakes (soft fruit-filled bars), Crispy Tiddlers (crispy fruit snacks), Fruit Wriggles (fruit-based shapes), Coconut Rolls, Fruity Drops, Rice Crunchers, Soft Biscotti (soft baked biscuits), Melty Buttons (melt-in-mouth buttons with veg flavors), Melty Tubes (tube-shaped melts), Cookie Squares, Munchy Sticks, Fruity Puffs, and Pouches (fruit/vegetable puree pouches including bedtime blends). All products focus on encouraging self-feeding, developing pincer grip, and hand-to-mouth coordination, with many options being gluten-free, dairy-free, and suitable for babies with allergies.

Differentiator

Problem solved

Functional benefit

Products and services

• Wafers Rice-based wafer snacks that melt in baby's mouth, designed for small fingers to train pincer grip and hand-to-mouth coordination. Available in Mini and Maxi sizes with Strawberry, Blueberry, Banana, and Raspberry flavors.
• Veggie Straws Hollow tube-shaped vegetable-based snacks for toddlers from 9+ months. Gluten-free, portion-controlled snacks designed to develop pincer grip and hand-to-mouth coordination. Available in Original, Cheesy Flavour, Sour Cream & Chive, Pizza, and Salt & Vinegar flavors.
• Smoothie Melts 100% fruit-based melt-in-mouth snacks made with naturally occurring fruit sugars. Designed for self-feeding development. Available in Strawberry & Banana and Banana, Mango & Passion Fruit varieties.
• Filled Oat Bars Soft, moist oat bars with fruit filling designed to encourage self-feeding in toddlers. Source of calcium and fiber. Available in Raspberry & Apple, Banana & Cocoa, Mixed Berry & Beetroot, and Apple & Carrot flavors.
• Fruity Bakes Soft fruit-filled snacks perfectly-portioned for toddlers. Encourages self-feeding with a soft, delicious texture. Available in Strawberry, Apple, and Peach & Banana varieties.
• Crispy Tiddlers Fish-shaped crispy snacks made from real fruit puree and fruit juice with puffed rice. Contains only naturally occurring fruit sugars. Gluten-free and encourages self-feeding.
• Fruit Wriggles Fruit-based snacks in fun shapes designed for toddlers to encourage self-feeding and develop hand-to-mouth coordination.
• Coconut Rolls Original Coconut-based snack rolls designed for toddlers, portion-controlled for convenient snacking.
• Fruity Drops Fruit-based drop snacks for older toddlers (3+ years). Available in Raspberry & Apple and Strawberry, Apple & Pumpkin varieties.
• Rice Crunchers Crunchy rice-based snacks for toddlers aged 3+. Available in BBQ and Paprika flavors.
• Soft Biscotti Soft baked finger food biscuits with real fruit flavor, designed for toddlers learning pincer grip. Available in Apple, Banana, and Pear varieties.
• Melty Buttons Fruit and vegetable flavored melt-in-mouth buttons for toddlers. Introduces veg flavors to help avoid fussy eating. Available in Raspberry & Beetroot, Banana & Pumpkin, and Apple & Carrot varieties.
• Melty Tubes Melt-in-mouth tube-shaped snacks with fruit and vegetable flavors. Designed to encourage self-feeding and develop hand-to-mouth coordination. Available in Sweetcorn and Strawberry & Beetroot varieties.
• Cookie Squares Cookie-shaped snacks for toddlers made with fruit and vegetables. Available in Apple & Carrot and Strawberry, Banana & Beetroot varieties.
• Munchy Sticks Stick-shaped snacks for toddlers to encourage self-feeding and develop chewing skills. Available in Apple & Broccoli and Pumpkin varieties.
• Fruity Puffs Light, puffed fruit snacks for toddlers. Available in Strawberry and Banana flavors.
• Pouches (Fruit Puree Pouches) Puree pouches for babies and toddlers containing fruit and/or vegetable blends. Includes bedtime blends with chamomile or vanilla for sleep support. Available in multiple fruit and fruit & yoghurt combinations.

Quantifiable outcome

• Products adhere to EU legislation specifying less than 10 parts per billion of food pesticide residue in baby food

Named customers9 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

Feature2 records

Partnerships

One partnership is on record.

• Lotus Bakeries NVcoreOthers · 1 January 2024Kiddylicious is a brand owned by Lotus Bakeries NV, a Belgian food company founded in 1932. Lotus Bakeries operates worldwide in the indulgent and natural snacking segment with brands including Lotus, Biscoff, nakd, TREK, BEAR, Kiddylicious, Peter's Yard, Dinosaurus, Peijnenburg and Annas. Parent company has production facilities in Belgium, Netherlands, France, Sweden, South Africa and United States, with 23 sales organizations globally.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Earth's Best (Hain Celestial): Organic baby and toddler food brand owned by Hain Celestial. Overlaps on organic, free-from baby snacks but operates within a much larger diversified CPG portfolio.
• Beech-Nut: US baby food brand offering purees, snacks and cereals. Comparable on baby/toddler snacking formats; relevant as a category benchmark but with primarily North American distribution versus Kiddylicious' UK base.
• Hipp Organic: Major European organic baby food brand with extensive UK distribution. Comparable on baby/toddler snacking and puree formats but operates at significantly larger scale as a broad incumbent across infant nutrition.
• Nestlé (Baby Nutrition): Global CPG giant with baby nutrition brands (e.g., Cerelac, Gerber outside the US). Competes at the broad baby-food category level with vastly greater scale, R&D and marketing resources than Kiddylicious.
• Danone Nutricia: Operates the Aptamil/Cow & Gate baby nutrition brands alongside a broader dairy and nutrition portfolio. A significant incumbent competitor across UK baby food and toddler snacking aisles.

Direct peers

• Organix: UK baby and toddler snack brand with a strong 'no junk promise' positioning and similar developmental-snack range. Competes head-to-head with Kiddylicious in UK grocery and pharmacy on free-from and organic claims.
• Ella's Kitchen: UK-based organic baby and toddler food brand offering pouches, snacks and meals in the same UK supermarket aisles as Kiddylicious. Closely comparable on product format, target parent demographic and retail channel.
• Little Freddie: UK-based organic baby and toddler food brand selling pouches, snacks and meals through UK grocery. Comparable on product format, parent demographic and sustainability-led premium positioning.
• Annabel Karmel: UK baby and children's food brand with a wide range of meals, snacks and pouches sold through UK supermarkets. Overlaps directly with Kiddylicious on target consumer, retail channel and developmental-stage product design.
• Piccolo: UK Mediterranean-inspired baby food brand offering pouches, meals and toddler snacks. Comparable on customer segment (parents of babies/toddlers), UK grocery distribution and premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KiddyliciousUK
• LinkedInbe.linkedin.com/company/lotus-bakeries
• Instagraminstagram.com/kiddyliciousuk/?hl=en
• Xx.com/kiddyliciousuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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 Kiddylicious