Albert Bartlett has signed a deal to take a 40% equity stake in children’s frozen food brand Kiddyum.
The company, best known for its potato products, stated that its investment will support Kiddyum’s growth plans by funding the development of new lines and accelerating its retail, service sector and export business.
Albert Bartlett’s Managing Director, Richard Quinn, will work with Kiddyum’s founder and Managing Director, Jayne Hynes, to support the business and its strategy.
Kiddyum launched in Sainsbury’s nationwide in 2015 after winning a StartUp Britain competition, and has since secured listings in the Co-op and Ocado. Its healthy frozen meals are aimed at children aged one to four.
Kiddyum founder and managing director, Jayne Hynes, said: “We’re at an important stage in the company’s development so it’s great to get the backing of such a large, successful business – especially one that’s so well aligned with all of our values.
“With the breadth of the team’s experience we can further the development of the Kiddyum brand and bring the meals to even more parents looking for a genuinely healthy alternative to home cooking.”
Quinn added: “At Albert Bartlett, we’re passionate about driving a healthier future for children’s food, and we believe frozen plays a big part in this: Kiddyum has been quietly spearheading a revolution in the category and we’re excited to help drive the business to the next level and extend coverage.”
He added: “We’ve come on board at a really exciting time in Kiddyum’s growth, and will work together to capitalise on increased consumer demand for healthy frozen foods.”
Kiddyum recently launched two new products at Sainsbury’s – Veggie Lentil Dahl & Rice and Pasta Bolognese – expanding its range to six Stage three ready meals.
NAM Implications:
- Interesting to see the application of Albert Bartlett supply agreements policies applied to Kiddyum.
- i.e. The company operates on trust with supermarkets, having no formal supply contracts but just ‘gentleman’s agreements’.
- Given the high quality and demand for Kiddyum range, the mults should be eager to maintain supplies…
