Why London Parents Are Choosing Baby Meal Delivery Services for 2024

Will G
February 11, 2024
5 min read

Why 2024 is the year of the baby food delivery service in London

If you’re a new parent in London, you may have already noticed that there has been a sharp uptick in the number of parents using baby meal delivery services for their little ones.

It seems like every other day you hear about a new baby meal company on your mum’s WhatsApp group, but why are these suddenly becoming popular in 2024?

We’re going to take a look at the rise of the baby meal delivery companies and see what makes London such a popular place for them!

First of all, what exactly is a baby meal delivery service?

Most baby meal delivery services in London are designed to try and ease the stress and workload for busy parents. Baby food is not the same as adult food, so for many parents, having to deal with cooking different meals for themselves, a baby, (and potentially older children!) is basically an impossible task without turning into a full-time chef.

They are especially popular for working parents who don’t want their child’s nutrition to be sacrificed by them having to go back to work after maternity or paternity leave.

Most work on a subscription basis, which allows you to have regular baby meals delivered so you can skip on the planning, shopping, cooking and cleaning that would usually come with cooking the meals yourself.

Why are these baby meal delivery services becoming more popular now?

There’s no right or wrong answer to this, but here are some of the most common reasons why parents have started using them recently from our experience:

Health concerns related to the use of traditional, mass-produced pouches and jars

  • A series of revelations in the news revealed that these products contained high levels of sugar and that the industrial processes used to manufacture them were affecting the nutritional content of the meals.

The word became more aware to the threat of UPF foods and their effects on our younger generations.

  • Recent damning reports showed that UPFs account for nearly two-thirds (61%) of the total energy intake of UK children aged between 2-5 years and 87% of parents of babies aged 8-12 months reported feeding them commercial baby food.
  • This has caused a rise in demand for natural, un-processed baby food that is as close to home cooked meals as possible.

Office workers shifting back to in-office working post-pandemic

  • Another reason we have heard quite frequently is that now more and more companies are requiring their employees to work more days in the office.
  • This means that parents with young babies and toddlers have less time to spend shopping and preparing food from scratch at home and are now looking for a healthy alternative to home-cooking.

Why can’t parents in London just cook meals for their babies themselves?

You’d be surprised but we hear this kind of question a lot…

If you’re a parent with a little one (or multiple) then you probably already know the answer to this. It’s one thing having the time to make a few steamed broccoli meals during the week, but babies develop very quickly and soon you’ll find yourself having to cook much more complex meals whilst trying to keep up with all the variety and allergens that they need in their diet regularly.

This can all become very overwhelming when you’ve got a million other things on your plate and you’ve not even had time to have a shower that morning!

Why is London such a popular place for baby meal delivery services?

Well for starters, there are a lot of babies being born in London every year! According to the ONS, in just London alone there are 100,000+ births each year. That’s a lot of tummies to feed!

Couple this with the fact that London is the working capital of the country, it’s no wonder that there are lots of time-short parents looking for nutritious, fresh meal deliveries for their baby.

The most famous areas for babies and young families continue to be in the South West of the city, with the ever expanding “Nappy Valley” district located between Wandsworth, Clapham and Battersea.

But new family-dense areas are popping up all over London now. Areas in East London like Walthamstow, Stoke Newington, Hackney and Islington have all become hot-spots for health-conscious parents over the last few years and this trend doesn’t seem to be slowing down.

The first baby meal kitchen in London

Founded in 2021 by a working mother in Westminster frustrated with the lack of nutritious options available on the market to feed her baby, V&Me established the first baby meal kitchen in Battersea, London.

Inspired by the baby kitchens that are popular in Bulgaria, the idea was to give parents a truly fresh and homemade option to feed their babies. 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.

Every meal is cooked from scratch on site, using whole ingredients and with no added salt, sugar or preservatives. Each morning the team of professional chefs arrive bright and early to start preparing a 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 Wandsworth, Clapham, Battersea, Kensington, Fulham, Greenwich, Queen’s park, Islington, Lewisham and many more!

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

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About the author
Will G
February 11, 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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