Danone-owned infant food brand Cow & Gate Baby Food has launched its First Spoons range in the UK with two new, single-vegetable jars aimed at stage one weening.
The jars are suitable for babies four-to-twelve month and come in two flavours – carrots and pea.
Danone stressed that the new SKUs use “natural, steam-cooked vegetables with no artificial preservatives or colouring”.
They also contain a higher vegetable content than single-vegetable products currently sold by the market leader in the baby food category, with at least 32% more peas and 9% more carrots, Danone claimed. The Cow & Gate First Spoons Peas jars are made with 66% all-natural peas, while the First Spoons Carrot jars are made with 90% carrots. They are also gluten-free and vegan-friendly.
Sandra Eglau, marketing director for Cow & Gate, said: “While vegetables are an essential part of a healthy, varied balanced diet, science tells us little ones are predisposed to prefer sweeter flavours, such as fruit. However, through the regular introduction of vegetables at a young age, parents can help their babies learn to love them. The First Spoons carrots and peas jars are a great way to start weaning, as these veggies have a naturally-sweet taste which babies love.”
The First Spoons range is now available at Asda and will be rolled out across other grocery retailers & Boots stores nationally. Each jar is 125g and has an RRP of 65p.