Cow & Gate introduce ‘friends’ savoury vegetable pouches

Posted: 19 December 2014 | Cow & Gate | No comments yet

Quality foods range celebrate the importance of introducing vegetables at a young age, encouraging children to learn to love veggies for life…

Fruit and vegetables

Launching in January 2015, Cow & Gate, the iconic baby-feeding brand, introduces its newest product to the UK baby foods market, Friends savoury vegetable pouches, a unique and innovative range designed to make vegetables an essential part of the weaning journey.

Finding that early, varied and repeated exposure is the most effective technique for promoting vegetable intake in infant, Cow & Gate’s Friends savoury pouch range has been developed to alter findings that only 7% of babies receive vegetables as their first weaning taste, and average consumption of vegetables in toddlers is just 54g, equivalent to 1 per day. 

With this in mind, Friends is part of a journey, using fun, vegetable characters synonymous to the flavours available in each pouch. Encouraging parents to begin the journey with the ‘Starter Pack’, including four single vegetable varieties, cauliflower, pea, carrot and broccoli, babies will be introduced to their first single vegetable taste. The range expands with vegetable varieties and the introduction of carbohydrate and protein, allowing parents to help their baby learn to love veggies through a start, vary and repeat process.

Made with no added salt, sugar, additives or preservatives, each Friends vegetable pouch is ready to eat, steam cooked, with no mixing or disguising of vegetables with fruit. Friends has a shelf life 12 months and can be served ambient or warm.

Ruby Huang, Brand Manager, Cow & Gate Foods, comments:

Friends from Cow & Gate aims to highlight an important part of a babies’ weaning journey. We know that by encouraging vegetable intake during the weaning period, parents can establish healthy habits that last a lifetime. By the use of fun, vegetable characters, we hope that parents and babies learn to love veggies for life’


Friends ‘Starter Pack’ uses ‘Blippar’, on-pack technology, giving parents the option to use their smartphone to scan the packaging, bringing to life the Friends vegetable characters and educating the importance of vegetables in their child’s weaning, as well as fun ‘selfie’ photo functions and recipes.

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