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Advising on the sale of ‘Kiddylicious’ to Lotus Bakeries

  • United Kingdom
  • Corporate - Deal alert


Helping our kids food client realise its potential in the UK and beyond

We are pleased to announce we have advised the shareholders of The Kids Food Company on its sale to Lotus Bakeries. The Kids Food Company, which operates under the well-known brand ‘Kiddylicious’, is a British company that develops and sells healthy snacks for babies and toddlers.

Kiddylicious is the fastest growing brand in the UK toddler/baby food market and is stocked by all major retailers and sold in multiple countries worldwide. Net revenue is estimated to be at least £21m for the year ending December 2018.

The team was led by Partner Robin Johnson who was supported by Legal Director Wyn Jones and Associate Angus Simpson.

Sally Preston, Founder of Kiddylicious, commented:

“I am delighted with the success of Kiddylicious to date both in the UK and globally and it has been an exciting journey for all of the team. In Lotus we have found the perfect partner who shares our aspirations and brand values. We look forward to becoming part of the Lotus Bakeries family.”

Robin Johnson commented:

“This was a revolutionary step for our client in realising its potential to grow in the UK market and abroad. It was a pleasure to work with Sally and her team to achieve the best outcome for everyone involved. We are confident the future of the Kiddylicious brand is very bright.”

Jan Boone, CEO of Lotus, commented:

We are very proud to welcome the Kiddylicious brand into our Lotus family. We firmly believe the brand has a delicious and extensive product offering for babies and toddlers, which enriches our product range in the healthier snacking segment. Lotus Bakeries can help realise the next level of growth for Kiddylicious by leveraging its international potential. Additionally we want to further strengthen the position of Kiddylicious in its home market in the UK