Little Food Adventures
More Toddler Meals
The Brief
More Toddler Meals started with a very real observation. Feeding toddlers is harder than it looks. Time is short. Energy is low. Decisions get made fast. The product was already smart. Freeze-dried meals that only need water. The work was about helping the brand say that clearly, calmly, and in a way parents could trust at a glance. Strategy, pack hierarchy, messaging and visual direction needed to line up around one simple idea.
Deliverables
Brand strategy, Pack Refresh, Pack Design, Microcopy, Illustrations & Icon refresh
The Challenge
Parents scan shelves quickly. They want reassurance without noise and clarity without overwhelm. The category is full of colour, characters and competing messages. The brand needed to slow things down and give parents an obvious reason to pause. The product solved a real problem, but the signal needed sharpening so the value landed instantly.
The Approach
We started with real behaviour at the point of choice. Parents deciding quickly, often distracted, looking for something they can trust. The product insight was clear from the start: freeze dried toddler meals that only need water. That idea became the organising thread across pack, language and layout. We rebuilt the hierarchy so the benefit led immediately, refined claims alongside regulatory input, and redesigned the illustrations so they added warmth and character without pulling focus from the message. Every element was shaped to help the product explain itself clearly, confidently and at shelf distance.
The Outcome
Within a year of the pack refresh launch, More Toddler Meals secured investment and became the top ranking baby food brand on Ocado. The clarity of the brand and packaging supported confident conversations with buyers and investors alike. Founder Ed credits Naked Ape’s work with shaping how the business presents itself and playing a direct role in securing funding and accelerating the brand’s move into national retail.
