” The diet of a baby in it’s first few months can dictate its diet preferences for the rest of it’s life. Babease wants to help busy parents give nutritious and tasty food to their babies and help establish healthy eating patterns early in life.Entering the baby food category can be notoriously difficult. And somehow we needed to change the perception prevalent amongst mothers that baby food containing savoury vegetables is less tasty than the fruit sugar based alternatives which constitute many of the choices on offer that introduce babies to a sweet and sugar rich diet in their most formative stage of life. And all without a major advertising spend. To achieve our goal we identified a strong and unique premium vegetable-led positioning which engaged with the latests trends to disrupt the category and make sure Babease got noticed. Working closely with the client we developed a brand and packaging solution that really captured the imagination of retailers, and as a result propelled the value of the brand to £7 million within just 18 months.”