A range of healthy-eating frozen ready meals for children was rolled out at 320 Sainsbury’s retail stores in the United Kingdom on August 9 under the Kiddyum brand. Ready to serve after four minutes of microwaving, the “made for mini tums” assortment contains no GM ingredients, preservatives, artificial colors or fake flavors.
Formulated by Jayne Hynes of Manchester, a former chartered surveyor and full-time mother with young children, the line features five offerings: Macaroni Bolognese, Cottage Pie, Fish & Veg Pie, Cheesy Peasy Pasta, and Chicken Curry & Rice. The initial launch is entirely a “Stage 3” range, made for toddlers and kids up to the age of four. Meals for infants will come next.
How did the business start?
“At home each evening, after a busy day at work, I found myself thinking about the next meals my girls would eat. I wrote down my recipes, refining them each time, layering new textures and flavors on those that I’d already established as favorites. I’d batch cook and then freeze purees for Florence and mini meals for Tilly,” said Hynes. “Friends with babies and young children were grateful recipients of my creations too and, inadvertently, I created a demand from them I simply couldn’t keep up with!”
That is, until she decided to go commercial and ramp up production industrially.
“All of the recipes are created by me, at home, using the highest quality natural ingredients, without added sugar or extra salt. They are a genuine, simple and convenient alternative to home cooking with no compromise on quality,” said the company’s founder.
The menu of meals created by Kiddyum founder Jayne Hynes was perfected in her home kitchen, initially just to feed daughters Tilly and Florence. Now they’re available in frozen form for mums and dads to heat and kids to eat throughout Britain.
The line’s beef and chicken ingredients are procured entirely from British farms, while the Alaska Pollock in the fish dish is certified as sustainably sourced. All items are packed in the UK in recyclable containers. The suggested retail selling price is £2.20.
Noting that Kiddyum was a winner in the “Pitch-Up with Sainsbury’s” initiative that led to the listing, James Bailey, the supermarket chain’s business unit director, added: “They have an innovative product and a well thought-out business plan. I am sure our customers will enjoy being able to access such a great quality food for their children.”
