ASDA Launches Little Angels Baby Food

English grocer ASDA has launched a new line of Private Brand baby food under their Little Angels brand – tasty traditional recipes made from 100% organic ingredients packed in handy hassle-free pouches.

The recipes were developed by dietician Jane Stobie, who says she approached the flavors with moms in mind: “It’s important that mums like the taste – if they like it then they’re happy to feed it to their baby.”

Jane says: “We can’t add any salt or stock to baby food so I’ve used gentle spices such as cinnamon and cumin in recipes like cottage pie – it gives a depth of flavor and sweetness.”

The packaging for the new line is a squeezable food grade pouch, which allows moms to squeeze the food straight on to a spoon without making a mess.

Ed from the ASDA baby team has been working on the Little Angels Private Brand for the past two years – he visited the factory to see the first food pouches being produced. Watch his video blog on the Asda Baby and Toddler Club site.

As part of the launch ASDA is running a baby photo competition, according to the ASDA website

We’ve just launched our own range of Little Angels baby food – tasty traditional recipes made from 100% organic ingredients in handy food pouches – and to celebrate we’re running a competition to win a baby food hamper (basket) worth £100.

We’re looking for photos that really capture the messy fun of your weaning baby’s mealtimes – the exciting moments when they discover new tastes and can’t help getting their favorite food all over themselves.

To enter simply send us a photo and tell us a bit about your baby’s favourite foods – the winner of the competition will receive a hamper of Little Angels food and other goodies.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.