Baby love

All the varieties in the Heinz Mum's Own Recipe range are based on recipe suggestions from real mums

With Ireland's birth rate continuing to come out on top within the EU, this is encouraging news for the baby category where a demand for ‘natural' products - both in terms of food and toiletries - is a top parental concern which is driving value sales, writes Gillian Hamil

Brand Central

13 March 2014

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Baby

AT A GLANCE: BABY

Ireland’s birth rate is ahead of the rest of Europe. Ireland recorded 15.6 births per 1,000 population in 2012. Germany’s birth rate, by contrast, was almost half that figure – 8.4 per 1,000 – and the European average was 10.4
Research in Ireland shows that 23% of toddlers of one-year-old are getting inadequate intakes of iron and at least 70% of one to four-year-olds have inadequate intakes of vitamin D*
Bepanthen Ointment has grown sales by 9% in the nappy rash category, taking its share of the grocery market to 16.3% (Source: Nielsen).
Irish mums are social media savvy; 62% of mums with children under five have a smartphone (vs national average of 43%). 90% of mums use social media, Facebook being the most popular**
"Mums have said skin is a very delicate organ and they do like to be careful with what they use" – Rose Kervick, managing director, Eumom

*(Source: Irish Universities Nutrition Alliance (2012). National Preschool Nutrition Survey Main Report)
**(Source: Eumom and Amárach survey of 3,376 mothers in Ireland, 2013)

Although Ireland’s baby boom is easing off, we still have the highest birth rate of any EU country. ESRI figures show there were 71,986 births in 2012, a 3% decrease from the previous year. This marked the third consecutive year that birth numbers have fallen and all together, births have dropped by 5% since 2009.

Despite this, Ireland’s birth rate is still ahead of the rest of Europe by quite some distance. Ireland recorded 15.6 births per 1,000 population in 2012. The Irish Times reports Germany’s birth rate, by contrast, was almost half that figure – 8.4 per 1,000 – and the European average was 10.4.

What’s more, baby skin and toiletry products are often not just used by babies; adults also feel reassured by their purity and mildness, especially if they have sensitive skin. Product safety is paramount and there is a high interest from parents in all-natural ingredients and formulas that don’t contain harsh chemicals for their children.

All the varieties in the Heinz Mum’s Own Recipe range are based on recipe suggestions from real mums

Tasty options for every meal occasion

Heinz has been taking care of little appetites for generations with its comprehensive baby food range offering everything for baby from Heinz Mum’s Own Recipe jars and trays, to rusks, baby cereals, juice, potted fruity custard desserts and the Heinz Cook at Home range.

The highly successful Heinz Mum’s Own Recipe range is a unique concept in that all the varieties in the range are based on recipe suggestions that Heinz has gathered from real mums. Heinz Mum’s Own Recipe in its bright, eye-catching packaging, offers lots of tasty breakfast, savoury and dessert varieties across all age stages. Heinz Mum’s Own Recipe also offers some of its most popular savoury recipes across all age stages so baby can enjoy his or her favourites, such as Cottage Pie, Spaghetti Bolognese and Sunday Chicken Dinner for longer while still discovering new, exciting textures.

Heinz Fruity Desserts are a blend of creamy custard or yogurt with fruit puree to create varieties such as Fruity Custard – Fruit Medley and Fruity Yogurt – Banana. Suitable for all ages from 4-6+ months, each pack contains four 100g servings in a convenient plastic pot complete with a re-closable lid making them the ideal dessert or snack solution at home or on-the-move.

Heinz Farley’s Rusks, available in packs of nine or 18, are rich in calcium, iron and vitamins and contain no added colours, flavourings or preservatives. Heinz Rusks are also available in Reduced Sugar and Gluten-Free varieties.

The popular Heinz Farley’s cereals range is ideal for breakfast or dessert and includes all the favourites such as Sunrise Banana Cereal and Strawberry Yoghurt which are available in 125g packets.

Heinz Organic Biscotti are biscuit fingers which have been especially designed to fit perfectly in the hands of babies from nine months onwards. With 12 individual biscuits per pack, Heinz Organic Biscotti are an ideal snack for toddlers up to 36 months.

The range of Heinz Baby Juice remains ever popular in varieties such as Mixed Berries & Apple Juice with Spring Water and Pear Juice with Spring Water in handy 750ml packs. Heinz offers an Apple & Blackcurrant baby juice variety in a handy 150ml pack, ideal for babies on-the-move. Whatever the meal occasion, Heinz believes it has something delicious to offer.

Aptamil

Six out of 10 mums have tried ‘growing up milk’

A recently published study from the National Pre-School Nutrition Survey states: "Growing up milks help to reduce the risk of inadequacies of iron and vitamin D; two nutrients frequently lacking in toddlers consuming standard cows’ milk alone."

Parents only want the best for their toddlers which is why the Aptamil Growing Up Milk brand says it is focused on helping to keep parents informed on the latest in toddler nutrition.

A toddler’s nutritional requirements are much higher than an adult’s; they are growing at a rapid pace and they need the right nutrients to sustain this development.

Aptamil Aptamil

Research in Ireland shows that 23% of toddlers of one- year-old are getting inadequate intakes of iron and at least 70% of one to four- year-olds have inadequate intakes of vitamin D*.

Aptamil Growing Up milk provides the essential nutrients growing toddlers need, when used as part of a healthy balanced diet. Just two beakers a day (300ml) improves toddlers’ intakes of key nutrients like iron and vitamin D and recent research in Ireland has shown that growing up milk is proven to help reduce the risk of inadequacies of these two nutrients in the diets of toddlers aged one to three years.

Aptamil is therefore giving parents the peace of mind that they are doing the best they can to support their toddler’s growth and development, through a healthy balanced diet.

*(Source: Irish Universities Nutrition Alliance (2012). National Preschool Nutrition Survey Main Report. www.iuna.net)

Dynamic multi-channel campaign

Bepanthen has launched a major multi-channel campaign incorporating sponsorship, advertising and PR to support the expansion of the brand in 2014. The skincare brand consists of nappy rash ointment and moisturiser for babies and Bepantiseptic first aid cream, which has replaced Germolene cream. Parent product, Bepanthen Ointment grew sales by 9% in the nappy rash category, taking its share of the grocery market to 16.3% (Source: Nielsen). The focus in 2014 is on communicating Bepanthen as the gentle and effective protection against the causes of nappy rash, suitable for daily use.

Bepanthen sponsors new TV3 Ireland AM baby clinic series

Bepanthen has announced a new TV sponsorship deal which will see the brand sponsor an exciting new monthly parenting series on TV3’s Ireland AM, called the ‘Bepanthen Baby Clinic’. The ‘Bepanthen Baby Clinic’ series will feature a number of leading parenting experts including a midwife, nutritionist, psychologist, GP and financial advisor giving their advice and tips on a range of topical parenting and family life issues. This new monthly six minute segment will be broadcast live from TV3 studios on the last Friday of each month and will kick off at 9am on Friday 28 February 2014.

Brokered by MediaCom, the Bepanthen & Ireland AM sponsorship package includes sponsor stings, promos and social media links with content created by Rachel Dalton Communications and is designed to underscore Bepanthen use for ‘Everyday Care and Protection’ against the causes of nappy rash. As well as the on-air sponsorship, off-air activation will include digital and social media activation on TV3’s website social media platforms, a special competition will also be promoted on air and through TV3 and Bepanthen social media.

Speaking about this sponsorship development Marion Rogan, senior brand manager, Bepanthen, said: "In the daunting world of parenting, Bepanthen’s sponsorship of Ireland AM’s Baby Clinic allows us to speak to mothers, mums-to-be and new mums in an environment that is engaging and compelling but above all very useful to them, as it gives them very practical advice from leading experts on matters that every mum wants to be informed about."

Supplementary to this activity, Bepanthen is sponsoring a 10-month advertorial programme in the Mothers & Babies supplement of the Irish Independent. Both projects will be amplified with target advertising in parenting press and top parenting website MummyPages.ie and a 12-month PR programme.

Heavenly foods for baby

Shauna McCarney-Blair, managing director, Heavenly Tasty Organics says her inspiration for starting her organic baby foods business "comes simply from being a mum and experiencing the needs of a parent with two children who have severe food allergies. I was passionate about organic food but frustrated with the lack of offering for babies, especially food which was fresh, nutritious and which looked and tasted just like the food I was making at home. Like most new mums I made everything from scratch but with two young children I didn’t always have the time to prepare homemade meals. With the children having food allergies, it meant I had to be very careful when buying commercial baby food and at the time it was really difficult, so I created Heavenly Tasty Organics products to help parents like me. Our products are 100% organic, dairy free and certified gluten free. This ethos will always remain at the core of our business as food allergies in babies and children continue to grow. I trained in and gained qualifications in all aspects of food safety in manufacturing and HACCP before starting the business and am currently studying for a BSc (Hons) Food Management and Marketing with University of Ulster. I also have a HNC in Business and Finance."

Heavenly Tasty Organics has experienced a successful year, including winning the Best Export Opportunity and Baby Food Gold award at the 2013 Blas na hEireann Awards.

Heavenly

McCarney-Blair says of this achievement: "I am extremely proud of the awards we have won since starting the business, and there have been quite a few. But the fact that we won every award in the baby food category in the Blas na hEireann awards, along with the Best Export Opportunity award, was an amazing experience. I was only three weeks away from having my third child and wasn’t even sure if we should make the trip down to Dingle from Co. Tyrone, but I am extremely glad we did as it ended up being a fantastic winning weekend! It’s a proven fact that having the Blas logo on your products increase sales in-store, so we are very proud to be among the many wonderful winning products."

For more information, contact: Heavenly Tasty Organics Ltd, Heavenly HQ, Omagh Business Complex, Great Northern Road, Omagh, Co. Tyrone, BT78 5LU
Tel: +44 (0)28 828 40272 | Fax: +44 (0)28 822 49451 | Mob: +44 (0)7738 736 806
Web: www.heavenlytastyorganics.com.

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