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As Brits cooked more and ate all their meals at home, there was less need for prepared meals, or on-the-go pouches and snacks This year has been anything but child’s play for babyfood brands. Their value is down £10.1m on volumes that have tumbled by 7.6%. Only five names in the category’s top 20 managed to shift more units. Like most things this year, this was largely down to the pandemic. As locked down Brits cooked more and ate all their meals at home, there was less need for prepared meals, or on-the-go pouches and snacks. “We know from talking to parents and carers that the pandemic has caused huge shifts in their approach to feeding their little ones,” says Ella’s Kitchen CEO Mark Cuddigan. “In the early days of the pandemic, there was a lot more time at home and therefore parents reconnected with the joy of cooking and preparing food for their little ones.” ....