London’s fresh baby food delivery boom - what’s causing it?

Will G
April 9, 2024
5 min read

If you’re a parent of a newborn baby or toddler in London, you will have almost certainly noticed an influx of baby food delivery companies offering healthy, nutritious meals to your doorstep. But where did they all come from? What’s causing the sudden demand for their services and are they actually worth it?In this blog, we’re going to take a look at the changing scene in London and understand why parents are turning to these new baby food companies.

The current state of the baby food aisle in the UK

If you’ve walked down the baby food aisle recently, you will have probably noticed something lacking from it…There are plenty of pouches, jars and puffs sitting on the shelves…but there is nothing actually fresh!Now, this isn’t to say that pouches and jars are terrible and should be avoided. But, most parents know that they’re basically good for emergencies and not to be used as meals regularly.

So if you want your baby to eat fresh, nutritious meals regularly, what options do parents in London have?

Yep! You guessed it! You can buy all the ingredients yourself and cook it lovingly from scratch every day. But wait…That’s a lot easier said than done, isn’t it?Because there are a lot of things to factor in aside from just “cooking”.There’s the planning and knowing what to feed your baby and when.The shopping takes time and money. The clean-up takes time and energy. And all of these things are made twice as hard by having a tiny human around who needs constant care and attention!And that’s where baby food delivery companies came in…

Why baby meal delivery companies were “inevitable” in London

In the case of V&Me, London’s first and highest-rated baby meal delivery company, the idea came about from necessity more than anything else.Living in London after having her first baby, Mulu (the founder of V&Me), found herself facing the exact problems described above.It felt like going back to work after maternity leave meant that her son’s nutrition had to be compromised as a result. Less free time = less time to cook, and with no real alternative to providing fresh, home-cooked meals available in the supermarket or online she decided there had to be a better way.

London’s first kitchen dedicated to making fresh, nutritious meals for babies

Inspired by the baby kitchens that are commonplace in parts of Eastern Europe, the goal was to offer London parents a truly guilt-free alternative to home cooking for their baby.Since then, a growing number of parents in London have made the switch to fresh by getting convenient deliveries to their doorstep from V&Me’s baby kitchen.All the baby meals are cooked from scratch on-site, using real ingredients and with no added salt, sugar or preservatives. Each morning the team of professional chefs arrive bright and early to start preparing different three meals according to the changing daily menus. This ensures that babies are getting the variety and freshness that their growing brains and bodies need, even when their parents are short on time.

How to sign up?

  • If you live in London and you want to join the growing number of parents getting fresh baby meal deliveries to their doorstep, click the link below and get your first delivery now!
  • We are now delivering to almost all central London postcodes, including popular areas like Earlsfield, Clapham, Nappy Valley, South Kensington, Hammersmith, Streatham, Queen’s Park, Hackney, Lewisham and many more!

Get our fresh (not frozen!) baby meals delivered to you

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About the author
Will G
April 9, 2024
Will is our very own in-house baby food expert! He is the go-to for anything baby, weaning, or product related. Working directly with experts, professors and paediatric dietitians, our content aims to keep you up to date on the latest tips, advice and opinions, giving you and your little one the best start for developing healthy eating habits.
Phoenix Baker
Product Manager
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