Fast-growing premium baby food brand Piccolo has announced a new licensing and merchandising deal with Moonbug Entertainment, featuring CoComelon branded baby snacks.
The three-year agreement marks an important move in the challenger brands’ rise in popularity among parents as it’s the first time CoComelon will be seen in the baby food aisle in the UK and Piccolo’s first venture into a major licensing agreement.
The Piccolo X CoComelon designs will be seen across Piccolo’s snacking range consisting of Multigrain Puffs and Oaty Bars, with more new products launching later this year.
In line with the cobranded packaging launch, Piccolo has reformulated the recipes of its snack range to create the “best, nutritionally superior snacks for parents to choose”.
The new designs are rolling out this month in Sainsbury’s, Waitrose and M&S, with more retailers coming later in the year.
Piccolo Founder Cat Gazzoli commented: “This is a really exciting time for Piccolo as it’s the first-ever licensing deal we’ve done. As a mum of three, I know all too well how popular CoComelon (it’s been quite the saviour on busy work days) and it’s amazing to see this collaboration come to life on our packaging. I know how hard it is to make sure our children are getting all the nutrients they need at home, let alone when on the go, so I’m so pleased to see the extension and reformulation of our snack range to support parents with products that put nutrition first, second, and third.”
Samar Selby Altaf, Director FMCG at Moonbug Entertainment, added: “We are thrilled to partner with Piccolo to offer this new range of CoComelon branded snacks. We understand the importance of providing little ones with tasty nutritious snacks, whilst getting them interested and excited about their food. The combination of our beloved characters with Piccolo’s recipes provides parents and carers with a great solution for those on-the-go or in-between meal moments.”
