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Tessa's Take: Ella's Kitchen and Emotion

Tessa Stuart


Yesterday in Waitrose, I watched a 10-month old toddler in a pushchair lean over to the supermarket basket his father had placed by his pushchair, while his parents chatted, waiting in the queue to pay. He chose this product and some bananas from the other products in the basket. He recognised "his" product by the colours, shape and texture of the packaging. I could see him enjoying the colour and feel of the Ella's Kitchen pouch.  

His young, new, mother looked at me and said: "I know I should be making him home-cooked food, and I do but sometimes it's so easy to buy these..."

She was like many new mums are, short of sleep/time, keen to feed her first-born well, finding her way.

Living in our expensive West London neighbourhood,  I suspect she was probably earning a living too.

So Ella's Kitchen were meeting her emotional needs (guilt, love)  as well as her practical ones (time, exhaustion).

Paul Lindley of Ella's Kitchen set out to break many of the existing rules of baby food packaging and products, and to create visual impact for their products in the aisle. They have a 14% share of the UK babyfood market. They have researched and used young children's sensory attraction to bright, colourful, squeezy packs to build a superb brand. The 100% organic contents reassure the first-time mum, keen to feed her baby "the best", and give her convenience in the innovative pouch format.

What emotional, as well as practical, needs are you meeting for your customer?