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Cow & Gate Baby Food Overhauls Cereals Portfolio

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Cow & Gate Baby Food Overhauls Cereals Portfolio

August 09
10:38 2019
The UK’s number one baby cereals brand, Cow & Gate Baby Food, is launching a complete overhaul of stages one and two of its cereals portfolio to include eight* new and improved recipes with a 45% naturally occurring sugar** reduction*** across the range. The new recipe formulations – for stages one and two of the weaning journey**** (age 4-6m+, 6m+ and 7m+) have been developed to deliver improved textures and adventurous new flavours for little ones to explore.  The new range includes, updated favourites and some exciting new flavours:
  • Creamy Porridge
  • Banana Porridge
  • Fruity Wholegrain Porridge
  • Berry Multigrain Porridge with Oat & Rye
  • Banana Wholegrain Porridge
  • Red Berry Wholegrain Porridge with Spelt
  • 7 Grain Porridge with Buckwheat & Millet
  • Mango Multigrain Porridge with Oat & Rye.
As with previous cereals products in the range, the new recipes do not include any artificial colours, flavourings, preservatives or added sugars**.
Almost half (48%) of UK parents say they look for baby food packaging that is quick and easy to use and mention the ability to reseal as being particularly important3. Cow & Gate Baby Food has designed its new cereals packaging with convenience in mind; it comes in easy-to-open doypack form, which is resealable and stands upright. For stage two products, the new packaging also includes a transparent window so parents can clearly see the texture and ingredients contained inside, helping them to make quicker and easier buying decisions in-store.
Emmanuelle Grimbert, Marketing Director, Danone Early Life Nutrition UK, says: “We want to help parents provide their little ones with the best possible start in life, which is why we have been continuously improving our products through innovation and reformulation. Another part of this is supporting parents to encourage their babies to develop a taste for balanced food options, which can mean trying to avoid sweeter flavours. We’re really proud and excited that we were able to significantly reduce naturally occurring sugar** across this new and updated range to make it even easier for parents to give their little ones a tasty option on their weaning journey.
“The reformulated cereals products are specifically designed to help parents transition their babies onto solid foods, introducing textures and tastes from simple to complex. We’re confident they will make it even easier for little ones to join the rest of the family at the table, so parents can make the most of the early years and meal times together.”
The new packaging and recipes launched in Morrisons and Sainsbury’s in early August 5th, and will be rolled out to other retailers nationally in the following months.
Cow & Gate Baby Food is part of Danone Early Life Nutrition.
* nine new SKUs in total, with Baby Rice relaunching with new packaging only
** naturally occurring sugars from our fruit and milk based ingredients. 
*** 45% sugar reduction per 100g (range average)
**** Danone Early Life Nutrition recommends parents begin stage one of the weaning journey when their baby is around 6 months old.

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