Piccolo Pure is a range of single fruit pouches which have been specially blended for those all-important first tastes. Piccolo Pure Banana and Piccolo Pure Mango are the only baby food pouches to hold Fairtrade accreditation, in keeping with
Piccolo’s commitment to give back through ethical and sustainable sourcing and by donating 10% profits to charity.
The range, which also includes Piccolo Pure Stanley Plum and Piccolo Pure Williams Pear, will be available in unique transparent packaging which allows parents to see exactly what they’re buying for their babies, bringing real innovation to the category.
Piccolo is driving real innovation in the baby food market – sales data shows that it has the best performing NPD and is the fastest growing brand in the category.
Speaking about the decision to work with Fairtrade, Piccolo founder Cat Gazzoli says: “At Piccolo we have a commitment to giving back – whether that’s through the food education programmes we support by giving 10% of our profits to charity or the ethical and environmental standards we uphold our suppliers to. Working with Fairtrade produce has always been one of our sustainability goals, and we’re delighted that the launch of our new range of single blend fruits, Piccolo Pure, has made it possible. We are incredibly proud to be the UK’s only baby food to be hold Fairtrade accreditation and to be supporting such an important initiative.”
The 70g pouches will be found in Waitrose stores from April (RRP £1), with a wider national roll out to follow.
Piccolo is also launching a series of exclusive partnerships to help reach 5 million new parents. The partnerships encourage new parents to introduce a healthy and active lifestyle for them and their babies, as well as building that all-important trust and credibility for the brand in its first year.
Piccolo is already the only baby food brand to be supported by the NCT (the UK’s largest parenting charity), and has now joined forces with leading parenting groups Hartbeeps, Water Babies and Buggyfit to create an exclusive and extensive network that helps parents embrace health and well-being initiatives in those important first few years.
With marketing activity including sampling, weaning workshops, brand events and exclusive offers planned throughout 2017, Piccolo will reach 5 million new parents across the country at the time when they are often in need of support. The partnerships will be supported by social media initiatives and on-pack promotions throughout the year.