Ella’s Kitchen, UK, moved into the frozen category for the first time under a new brand architecture and identity designed by Biles Hendry, UK.

Launching exclusively across Tesco stores in the UK and Ireland, the newly-released frozen products include meal-boosting veggie cubes that can be added to recipes like risotto or shepherd’s pie or used to create smooth purees. Big Kids ‘Light Bites’ include falafels and muffins. And, Big Kids ‘Tea-Time Stars’ offer 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.

“Many parents already use their freezers when batch-cooking for little ones, and there’s a growing understanding that frozen food can be healthy and tasty too – everything that Ella’s Kitchen stands for,” says Kim Gelling, head of marketing. “By launching into the frozen category, Ella’s Kitchen is now able to grow with our little consumers as they move onto more complex flavors and textures. This was a big move for us, and we needed a strategic and creative partner we could trust.”