Wattie’s NZ launches DTC subscription service for baby food


Wattie’s, the New Zealand subsidiary of Heinz, has launched a subscription and gifting service for its popular baby food pouches.

Customers can choose from a variety of 23 different food pouches in a Wattie’s to Home Infant Subscription bundle to feed babies aged from 4-8 months and above. They can be home delivered on a weekly, fortnightly or monthly basis.

The company’s 6+ months gifting bundle includes a mixture of 10 baby food pouches with both sweet and savoury options for parents to choose from. All flavours are available in 120g pouches and come in a twin pack.

Flavours include Wattie’s Tropical Custard, Apple Peach & Mango, Organic Beef, Butternut Pumpkin & Rice with Spinach, Banana & Apple Porridge and Organic Sweet Garden Vegetables. Packs retail for $40.

Apart from baby food pouches, the Wattie’s to Home 8 months+ gifting bundle also includes a branded silicone sippy cup and a snack container.

Flavours in this bundle include Wattie’s Organic Pumpkin, Kumara and Courgette with Quinoa 6+ months, Creamy Custard with Banana 6+ months, Chicken Sweetcorn & Mango 6+ months, Smoothies Oatilicious Brekky 8+ months and Little Skippers Creamy Mash with Salmon 6+ months. Packs retail for $50.

Neil Heffer, MD at Wattie’s, said: “Our Wattie’s to Home subscription service takes the pressure off making quick decisions in the supermarket aisle and allows parents to browse and purchase baby pouches with the flexibility of updating their choices as their baby’s preferences change.”



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