Tilda is launching a first of its kind unique ‘Rice & Veggies’ range of convenient, midweek meal accompaniments specifically for kids.
Building on the brand’s success within the Ready-to-Heat sector, the new Tilda Kids range will be aimed at four to nine year olds and comprises four variants including Cheese & Tomato, Sunshine Vegetable, Sweet Vegetable & Wholegrain and Mild & Sweet Curry.
Using Natural Ingredients, the four-strong range provides ‘1 of your 5-a-day’ and each pouch takes just 40 seconds to heat in the microwave.
Developed in conjunction with nutritionist Dr Sarah Schenker this new launch aims to take Tilda into the children’s food arena appealing to busy parents looking for nutritious, quick and easy meal solutions that their kids will really enjoy.
The new packaging also emulates the key characteristics of the range as well introducing the child-friendly range characters.
Camilla Sheeley, Innovation Manager at Tilda said:
“Tilda Kids is a really exciting development for us. Lifestyles are especially busy for young families and there is a growing demand for convenient, tasty, and nutritious alternative meal accompaniments for kids.
“We have also catered for fussy eaters through proving some of the ‘1 of your 5-a-day’ goodness in vegetable purees.”
Working closely on the development of the range Dr Sarah Schenker commented:
“Rice is a good grain for children because it’s easily digestible so when they are babies it’s one of the first grains they eat, but it then seems to disappear from their diets until they are much older.
“Tilda Kids is a great range as it helps children enjoyrice, which is a good alternative to other starchy carbohydrates that children need for energy.”
The new Tilda Kids range will be available in all larger Tesco stores, with an RRP of £1.15 for a 125g pack, from the end of March 2012.
The range will also be available from most Asda, Morrisons, Waitrose stores and on Ocado from April 2012.
Tilda is also encouraging consumers to help provide nutritional support to new and expectant mums in developing countries through a three-year cause-related marketing initiative with the United Nations World Food Programme (WFP).
The partnership aims to connect women throughout the world through the shared experience of cooking and feeding their families – creating a long-term bond between mothers who buy Tilda and mothers in Bangladesh.
Tilda’s Mums Helping Mums campaign will aim to support WFP’s Mother & Child Nutrition programmes through an initiative on specially-marked Tilda Pure Basmati 1kg packs during March – April.For every pack sold, Tilda will donate one nutritional meal to a mother in need.
Jon Calland, Head of External Affairs at Tilda commented:
“Rice is an integral part of an infant’s diet, as it provides a number of key nutrients and vitamins.
“However, many people around the world cannot afford even the basic ingredients that provide these essential nutrients for themselves and their children.
“We share the World Food Programme’s vision of a world without hunger and are proud to be partnering with them for this special project.”
Caroline Hurford, Public Affiairs Officer at the World Food Programme added:
“The Mums Helping Mums campaign aims to break the cycle of under-nutrition which perpetuates poverty in Bangladesh.
“Alongside Tilda, we want mums in the UK to understand the daily problems facing many mums who don’t have enough of the right kinds of food to eat. British mums will see how they can make a difference.”
The Mums Helping Mums campaign will be supported with specific PR and radio advertising as well as promoted online via the Tilda website, Facebook and Twitter channels highlighting money raised as well as providing consumers with an opportunity to donate.