The baby food brand that wants no child to go hungry

Catherine Gazzoli is a woman on a mission. She not only wants to make Piccolo, her organic baby food brand, an international success story, she also wants to help end child hunger while she’s at it.

Piccolo is anticipating a turnover of £4m in its second year, and its social impact has grown alongside its commercial success.

The business donates 10pc of its profits to the National Childbirth Trust, has its own sister charity running food education workshops in deprived areas, and has launched a “one for one” campaign, which will see it donate one pack of baby food to a food bank for every one bought throughout October.

The London-based start-up has become a hit with parents seeking healthy, all natural, vegetable based products for their children, winning listings with supermarkets nationwide. “We’re not a niche London brand, confined to the M25,” says Gazzoli. “One of our best-selling Waitrose stores is actually in Edinburgh and we have strong sales in Northern based stores of Asda and Morrisons.”

Piccolo also recently launched in Ireland, where it already boasts 55pc market share. “My background is working for the United Nations,” says Gazzoli, who has won celebrity foodie Prue Leith and Andrew Baker, the former head of the Prince of Wales’s food company, Duchy Originals, as backers.

“Moving into the grocery world has been intense but the brands winning market share these days are run by people, not multinationals. We’re tapping into a global trend and winning trust amongst parents.”