New Baby Food Guidelines
Helping parents + carers understand the latest baby food guidelines
You may notice some changes to baby food products over the coming months, including updated age guidance, packaging and product information.
These changes follow new Government voluntary guidance for commercial baby food and drink products for little ones under 36 months. Brands have until 28th February 2027 to make these changes, giving them time to update packaging, product information and, where needed, recipes. The guidance is designed to support healthy eating habits from an early age and make it easier for parents and carers to make informed choices about what they're feeding their little ones.
While new stock makes its way into stores and retailers sell through older products, you may continue to see a mix of old and new packaging for a little while.
More than 90% of our products were already aligned with the nutritional expectations outlined in the guidance, and we've been working behind the scenes to make any additional updates across the remainder of our range. We're also making lots of packaging updates to make the range easier for parents and carers to shop at the same time. Find out more here.
So, what changes can you expect to see in the baby food aisle?
Across baby food for under 36 months, you may start to notice:
- Updated age guidance on some products
- Snacks labelled from 12+ months
- Clearer product information and labelling
- Recipe updates where needed to meet the latest guidance
- More emphasis on supporting feeding development
- Packaging updates as brands transition to the new guidance
- Products that do not meet the guidance for under 36 months may be labelled 3+ years
Different brands will introduce these changes at different times, so you may see both old and new packaging in store for a little while.
These updates are designed to make it easier for parents and carers to understand what's suitable for their little one at different stages of feeding development.
The key things to know for Ella’s
Everything leaving our warehouse from 1st March 2027 will be fully aligned with the new guidance. However, it can take retailers a little time to sell through older stock, so you may still see a mix of packaging and recipes in store until existing products have been sold. This helps minimise food and packaging waste.
100% naturally tasty
We've never added refined sugar or sweeteners to our products
Any sugars or salt shown in our nutrition information come naturally from ingredients such as fruit, vegetables, fruit concentrates and dairy ingredients, and are displayed in line with food labelling regulations as "of which sugars" and "salt".
Our snacks are now labelled from 12+ months
You'll now see all of our snacks labelled from 12+ months.
Before then, we encourage little ones to explore a variety of tastes and textures through meals and age-appropriate finger foods that support feeding development. You'll see selected products displaying a finger food badge to help parents and carers identify suitable options. These products are designed to be enjoyed as part of a meal, helping little ones grab, grip and explore different textures alongside homemade finger foods as they learn to eat.
Feed me from a spoon
We've always encouraged parents and carers to serve food from our pouches on a spoon rather than directly from the pouch.
Serving food from a spoon helps little ones see, smell and explore their food, supporting feeding development and encouraging positive eating habits as they grow.
You'll now see this message displayed more clearly on the front of our pouches.
Most recipes remain exactly the same
More than 90% of our products already met the nutritional guidelines, meaning the yummy recipe inside remains exactly the same across most of our range.
For a small number of products, we've made recipe improvements. Where a recipe has changed, you'll always find the most up-to-date ingredients and nutritional information on pack. Find out more about product updates here.
