London, UK (20 May 2026) – B&B studio has partnered with Ella’s Kitchen to create Ella’s Kitchen Kids, a brand extension of the UK’s number one baby food brand, that includes new snacks for kids. The new positioning, creative platform and packaging design includes an updated logo that reflects the anarchic and playful energy of toddler mealtimes to make mealtimes fun.
Let Us Play!
Extending the brand from babies to kids is the logical next step for Ella’s Kitchen’s bigger brand mission – to help kids fall in love with good food for life.
B&B studio began with a deep dive into toddler behaviour, understanding the psychological drivers behind their burgeoning personalities, and the development of strong preferences and desires, particularly around food. The subsequent positioning and creative platform – Let Us Play! – centres on their unquenchable appetite for play, while also capturing the essence of their strong-willed attitudes. The objective is to make mealtimes fun, not forced, with branding seeking to connect food with adventure, curiosity and confidence, while the Ella’s Kitchen name delivers trust and reassurance on product quality and goodness.
Anarchic Creativity
Guided by kids’ infinite imaginations in which anything is possible, the design of Ella’s Kitchen Kids is an anarchic blend of playful worlds, ranging from superheroes to sea creatures, and wild animals to friendly robots. Just like a child’s imagination, the potential for stretch is endless as the brand seeks to explore new categories. The design style features crayon-scribbled characters interacting with product imagery, creating an exuberant energy that prioritises playfulness over neatness, and delivers irresistible personality across every pack.
“Channelling the fearless creativity and anarchic logic of today’s toddlers has been the perfect project for B&B, where we have always valued imaginative and emotional expression over functional guardrails,” says B&B’s Head of Strategy Lisa Desforges. “We’ve ensured that every piece of packaging, front and back, prioritises playfulness and our design team has had the most fun creating these manic and magical worlds.”
Ella’s Quality, Kids’ Energy
An evolved logo demonstrates the relationship between the mother brand and the new range, with the existing Ella’s Kitchen logo intact with a crayoned holding shape for ‘Kids’ purposefully scrawled on top. This interjection of toddler energy is seen across the brand world, with scribbled shapes and words overlaid onto SRPs, web pages and social posts.
Infinite Potential
“Expanding beyond our baby heartland into the complex, cross-category world of kids has been an exciting challenge,” says Senior Brand Communications Manager, Emma Wood, at Ella’s Kitchen. “B&B has kept our strategic needs at the heart of the project, empowering us to embrace our playful toddler spirit while challenging us to think differently and push creative boundaries. We’re thrilled with the new range and excited about its future potential.”
Further products in the range will launch later this year as the brand looks to set a ”new benchmark” for kids’ eating occasions.
