Home Food & Drink Manchester-based children’s meal brand lands third major retailer

Manchester-based children’s meal brand lands third major retailer

Kiddyum, a leading Manchester-based frozen children’s meal company, will be available to buy in Co-op stores from October 2017. This is the third major supermarket listing in just two years since launch. It follows a listing in Ocado in March 2017 and a successful debut launch into Sainsbury’s in 2015.

The brainchild of Jayne Hynes, a parent and former chartered surveyor, Kiddyum meals are designed to provide the benefits of homemade with the convenience of being ready to eat in just five minutes.

The meals are designed specifically for young children aged 1-4, are made from natural ingredients and contain nothing artificial (GM ingredients, artificial flavours, colours or preservatives). They contain no added sugar and are low in salt*. The meals provide children with a range of flavours and textures to help develop healthy eating habits in the long term. The company even has its own in-house nutritionist, Chloe Joyner, to ensure the meals are nutritionally balanced.

As a busy working mum of two, Jayne used to batch cook and freeze mini meals for her children and realised you couldn’t buy anything like this in the supermarket. Kiddyum was born and Jayne decided to enter her business idea into Start up Britain’s ‘Pitch-up with Sainsbury’s’ a dragon’s den style competition to find new and innovative businesses. Kiddyum was selected and the products launched into 320 of Sainsbury’s biggest stores in August 2015.


Kiddyum has helped create the market for frozen children’s meals and is now the market leader in the category. Since launch, its base rate of sales have increased by 30 per cent, with sales forecasted to grow at an even faster rate with the new Co-Op listing.

The company and its products have also been recognized in multiple industry awards. These include Best Children’s Food Brand in the 2016 Mumii Family Awards and being the only winning children’s meal range in the Mother & Baby 2017 awards.

Founder and managing director of Kiddyum Jayne Hynes said: “We are really excited to be launching nationally in The Cooperative. The Co-op are not only a phenomenal ethical fit for us, they are based right here in Manchester, near Kiddyum HQ and enjoy exactly the right customer profile for our brand. In under two years, Kiddyum has managed to secure national contracts in Sainsbury’s, Ocado and The Cooperative. We have further listings in the pipeline and more exciting news to be announced in the next few months.”

Kiddyum has just launched its first crowdfunding campaign to help secure funding for further company growth. This includes further UK retail listings, expanding into overseas markets and new product development.

For more information about Kiddyum’s crowdfunding campaign visit www.crowdcube.co.uk/kiddyum.