Renowned chef Aldo Zilli has cashed in at the the youngest end of the gastro-market with a new range of organic baby foods.
Working with entrepreneur Dean Dunham - a dad of four young children and former nursery owner - Aldo's range is being marketed on its organic and healthy credentitals.
The range has names like 'fishy dishy', 'cock-a-leekie' (!) and 'fruit brekkie'.
Zilli claims is was the birth of his second child, Roco, that made him sit up and take notice of baby food - he was, apparently 'horrified' by the bland taste, and took to his kitchen to make his own. Family and friends with children then reportedly 'raved' about the recipes...
Zilli seems to have picked up a celeb-mum following already, with Denise van Outen recently tweeting: 'Betsy ate (I wore) pasta today with a lovely Italian sauce from Zilli baby food. She loved it!'
The range is available from Waitrose, Ocado and selected Tesco stores.
Hmmm... is this going to open the floodgates for celebrity purees and wild mushroom baby rice? What do you think? Are Gordon Ramsay teething biscuits with an infusion of rosemary or Jamie Oliver organic rusks probably just months away?
Would you buy 'celebrity chef' baby food?
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