Ella's Kitchen dinner dishes won the DLF innovation award 2012

When Jensen & Co launched Ella's Kitchen, we saw that there was a gap in the market for food developed primarily with children in mind, healthy food that is also fun to eat. Ella's Kitchen was developed by Ella's father, Paul Lindley who wanted healthier, organic products that looked fun and tasted good for his daughter Ella. His idea is to get the children to start early with good eating habits. This is a wish we believe he shares with many Norwegian parents. Ella's Kitchen is a brand with personality that takes parents and children seriously and hits them in the heart.

With Ella's Kitchen, Jensen & Co have introduced products to the Norwegian market that have changed the consumption pattern of the little ones. The dinners we launched last year are easier to take with you on trips, and the fact that the children can eat themselves earlier is also something both young and old appreciate. Ella's always starts from the little ones and their needs and we believe that this is one of the reasons for the great success.

Ella's Kitchen keeps consumers on the children's food shelf for longer. Through smoothies and parts of the four-month range, we meet older children all the way up to pre-school age. The products are perfect in the lunch box or as a healthy snack. The age group under 1 year consists of 60,000 children, but if we also include the older children, the target group expands to 300,000. This has contributed to growth in the category and to making the category interesting to more people.

Jensen & Co works a lot with visibility in stores and we work to meet parents of young children through our marketing. We have focused on advertising and competitions online where we know parents of young children are active. We have had good success with this. We are proud to win this award!