Organic baby brand Babease has appointed Bath agency Highlight PR to manage its consumer and trade PR.
Babease champions the importance of babies developing savoury palates before sweet ones with a range of vegetable-led weaning products. 
It claims to already be disrupting the baby food industry while creating healthy eaters for life through its vegetable-led, real food focus.
Highlight’s role is to raise awareness of London-based Babease’s products and promote the company’s key differentiator in the marketplace – that Babease creates food for babies, not baby food.
Every ingredient found in Babease’s recipes is used for a reason, with no hidden fruit or water fillers, it says.
Founded by chef Tom Redwood and endorsed by expert nutritionists and parents, Babease aims to introduce little ones to distinct flavours and textures though its broad range of recipes. The brand already offers a wide range of Stage 1 and 2 recipes that are gentle on babies’ tums while stimulating their taste buds.
Highlight, an award-winning PR, content marketing and social media agency, has a range of food clients including Clipper Teas, peanut butter brand Whole Earth and Kallo, which makes a range of breadsticks, cereals, rice cakes and gravies. It also works with top baby and kids’ brands such as Miffy, Sylvanian Families and Wicked Toys.
Consumer director Alison Vellacott said: “Babease’s approach is shaking up the baby food aisle, promoting the importance of vegetable-led weaning to create healthy eating habits for life. This is a brand with a great story to tell, and we look forward to using our own blend of experience working with kids’ and food brands to make Babease famous.”
Babease’s Tom Redwood added: “We feel passionately about what we feed our little ones; we believe sweet baby food is of the past, and it is time to give them the taste of real flavoursome food. That’s why we create food for babies, not baby food. We look forward to working with Highlight to firmly establish our position as the healthiest, tastiest and most trusted food brand for little ones.”
