The UK’s number one baby food brand Ella’s Kitchen has moved into the frozen category for the first time under a new brand architecture and identity by independent brand and design consultancy Biles Hendry ( The new  range of healthy, tasty and convenient frozen products features a playful identity that appeals to both children and adults.

Already with a range of organic and convenient food for little ones, Ella’s Kitchen identified an opportunity to deliver a range of frozen products for a broader age range including older children.

Building on the strength of the core ‘kids-first’ brand identity by retaining the Ella’s Kitchen logo, bright color palette and handwritten typographic style, Biles Hendry introduced a brand architecture for the new Big Kids sub-range designed for ages up to 8 years.

The products include meal-boosting veggie cubes that can be added to recipes like risotto or shepherd’s pie for a quick and easy nutrition and flavor boost, or used to create purees perfect for weaning; Big Kids Light Bites including falafels and muffins for little lunchboxes; and Big Kids Tea-Time Stars with heartier options such as fishcakes and cottage pies.

Biles Hendry blended photography of the food with illustrations developed in-house in a series of playful interactions between the food and brand, engaging kids of all ages. Supporting icons and illustrations give helpful guidance on cooking times and nutritional benefits such as veggie or gluten content.

“Bigger kids don’t want to be eating ‘baby food’ so we worked closely with Ella’s Kitchen to adapt the core brand identity to ensure that it appeals to this older age range whilst still clearly communicating all of the healthy goodness and convenience that parents love,” said Anthony Biles, founder and creative director of Biles Hendry.

Ella's Kitchen for Big Kids launched exclusively across Tesco stores in the UK and Ireland.