The company says it will aim to capitalise on a market worth £458m a year with its new sweet and savoury baby food range.
The range is rolling out in-store from this month, initially in Waitrose and Ocado. It will be supported by in-store events, on pack promotions, digital, press and PR activity.
SDR Creative has created the packaging and promotion materials for the campaign.
Highgrove’s marketing communications will focus on highlighting the benefits of chilled baby food, such as their freshness, smell and flavour, over existing baby food on the market.
Keith Collins, Highgrove MD, says it is targeted at “busy, discerning parents who want the most nutritious, tasty, organic food for their baby and who demand meals that are just as good as they would make at home”.
Highgrove is an independently owned UK dairy sales and marketing operation, which also sells Gold Top milk and Goose Fat, as well as its dairy licensed brand including Noddy yoghurts.