Ella’s Kitchen has launched a new range for older toddlers and young children, marking a major move beyond its core baby food offer.

The UK baby food brand has introduced Ella’s Kitchen Kids, a range designed for children aged 18 months-plus, as it looks to support families beyond the weaning stage.

The new line has been developed around what the brand describes as “Ella’s Quality + Kids Attitude”, combining bolder flavours, playful formats and more expressive packaging with nutritional standards aimed at reassuring parents.

The launch also targets a gap in the market for older toddlers, where convenient snack options often sit outside the baby aisle and can lean towards crisps, confectionery or more highly processed products.

Ella’s Kitchen said the range was created to offer parents and carers better-for-you options that still deliver on taste, convenience and enjoyment.

The first products to hit shelves include Crunchy Stix in Cheese + Onion, Tomato + Basil, and Pesto flavours, alongside Wild Crackers in Tomato + Oregano, Pea + Basil, and Carrot + Rosemary.

Designed for lunchboxes, picnics and picky plates, the products have been developed with young children in mind. The Stix contain less than 0.04g of salt per pack, while the Crackers contain less than 0.05g per pack. Both are non-HFSS.

The branding builds on Ella’s Kitchen’s existing identity, introducing bolder crayon-style lettering, bright colours and playful illustrations intended to reflect the growing independence and curiosity of older children.

Ella’s Kitchen said further products will follow later this year across new categories, as the brand looks to set a higher benchmark for children’s eating occasions beyond baby food.

Ella’s Kitchen senior brand manager Emma Wood said: “Ella’s Kitchen Kids is about recognising that the journey doesn’t stop at baby food. As little ones grow, their tastes, independence and routines all change – but parents still want options they can feel good about.

“This range is about offering a better alternative that delivers on taste and fun, while supporting families with convenient, nutritious options they can trust as their children grow. It’s an important step for us and part of our ambition to help raise the standards of the kids’ food category.”

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