Healthy children's food brand Potts for Tots has raised £400,000 to further expand its retail offering and spearhead a campaign to promote “real” food in the sector.
Owned by The Family Food Company, the brand sells a range of premium frozen meals for babies and toddlers made from responsibly sourced ingredients, including cottage pie, chicken korma and macaroni and cheese.
Cherelle Bekitt founded Family FoodCo in 2019 with the goal of providing healthy, nutritious, clean-label meals for kids.
The company is set to acquire Potts for Tots in early 2023, followed by a deal to buy the bankrupt Mama Made brand out of liquidation over the summer.
Potts for Tots homemade meals have been developed by children's nutritionist Lucy Upton and aim to replicate home-cooked meals for up to three of the five meals a child eats each day.
DTC brands are expanding their retail offering and are now sold in a growing number of outlets including independent stores, delis, farm stands, soft play centres, cafes, country parks and members' clubs.
“We're really excited about our new retail partners,” Beckitt said, “Parents will be able to pick up our meals on the way home from work and feed their kids nutritious food on the go.”
“I know firsthand how busy parents are and that sometimes they have to rely on convenience foods. We want to give parents the power to make convenient food choices without being fooled by packaging or sacrificing their child's health.”
Potts for Tots has raised £400,000 from high net worth individuals and angel investors, following the £150,000 raised by Family Food Company in 2021.
The company is aiming to record 103% growth in 2023 and make £1.3m in revenue this year thanks to its omnichannel strategy. It has also moved to larger manufacturing premises in south-east London and increased its staff numbers to 21 last year.
Ms Upton added: “Proper nutrition in the early years is arguably the most important, so providing infants, toddlers and young children with a balanced, nutritious and varied diet is paramount.”
“As a busy mother and nutritionist, the value of being able to prepare quick, safe meals that give my children the nutrients they need and that they will enjoy eating is invaluable.”
