After years of stasis in an intensely competitive market, Little Freddie achieved double-digit growth following redesign, increasing +15% year-on-year in a market growing at +1.8% on average.
The organic baby food brand launched in the UK in 2018 but struggled to replicate the success it had achieved in Hong Kong and China. In a sea of brands using child-centric design codes, Little Freddie wasn’t standing out, and growth stalled to 1% share.
Lewis Moberly’s insight-led redesign refocused on parents rather than children and Little Freddie is now the fastest-growing brand in its competitive set. The design rolled out across seven SKUs and the broader brand world at the end of 2023 and kickstarted Little Freddie’s growth. The distinct design emphasises appetite appeal, resonating with time-poor, foodie grown-ups looking to buy the best for their kids. 52% (v 43%) of people prefer the pack to the market leader’s and within 12 months, retail sales leapt 36% from £3.8million to £5.3million.
