Baby snack producer Kiddylicious in Belgian hands

Belgian biscuit producer Lotus Bakeries has acquired British Kiddylicious, which produces snacks and meals for babies, toddlers and pre-schoolers. With this acquisition, the Belgian brand continues to build a more healthy image.

47 million for pre-schoolers’ health

Kiddylicious produces healthy snacks made mostly from fruit, vegetables and ingredients like oatmeal. It claims to be the fastest growing brand in its segment in the United Kingdom and aims to reach a turnover of 21 million pound (23 million euro) this year. 

Belgian Lotus has now bought all of Kiddylicious’ shares for “circa two times Kiddylicious’ forecast sales for 2018″, Belgian newspaper De Tijd reports. However, founder Sally Preston remains in charge of the British food producer. 

Kiddylicious joins the ranks of several other British healthy snack producers, like Urban Fresh Food (producer of fruit candy) and Natural Balance Foods (producer of gluten-free bars). These acquisitions fit in not one but two strategies of the Belgian cookie producer: focussing on the United Kingdom on the one hand, and on healthier snacks in the other.