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About Benjoy

Founded in 2008, Benjoy was developed by Michelle Daniells who discovered a gap in the market while looking for healthy snack food for her own son. Michelle built a team of credible experts in children’s nutrition and health, nutrition science and food science to help her develop a range of innovative food products. The result is the first range of healthier children’s snack food to offer parents both the convenience that comes with the Munchcup™ less-mess packaging and the peace of mind that comes with knowing all of the food is made from 100% natural ingredients with optimum, age-appropriate nutritional value.

News Facts

  • Benjoy Nutrition is a children’s food company with a difference; the entire range is offered in the Munchcup™, the first anti-spill packaging of its kind anywhere in the world.
  • All of the foods offer high nutritional value by incorporating nutrients commonly lacking in young children’s diets (using fruit & vegetable ingredients wherever possible).
  • Age-appropriate ingredients, portion sizes and recipes have been developed using flavours, textures, sizes and shapes that young children enjoy. All Benjoy foods are made using 100% natural ingredients, are low in salt and sugar and contain no refined sugar.
  • The Benjoy team includes two expert nutrition advisors: Dr. Carina Venter and Sally Child. Registered as a Dietician in the UK and USA, Carina has first hand experience of advising parents about young children’s diets and eating behaviours and is highly regarded as an expert in children’s nutrition, particularly those with food allergies and intolerances. Sally is a well-known nutritionist and author of several books on children’s nutrition.

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Benjoy

08 Feb 2011

Benjoy Nutrition announce Paddy Willis as CEO

Plum Baby co-founder joins fast growing children’s food company

London, 08th February 2011: Benjoy, the pioneering healthy snacks brand for children, today announce Paddy Willis as their CEO. Paddy joins Benjoy following his success as co-founder of Plum Baby, sold to Darwin Private Equity for £10 million, just four years after launch in May 2010.

Paddy’s invaluable industry expertise was more recently demonstrated as he led a brand overhaul as CEO of The Juice Doctor Ltd, a functional drink co-founded by Sir Steve Redgrave CBE. His move to Benjoy sees a return to his more recent roots in infant nutrition.

Benjoy was launched into retail in November 2010.  Moved to action by the lack of age appropriate, healthy snack food and convenient packaging, Benjoy’s founder Michelle Daniells used her experiences as a mother to develop the unique range of nutritious and convenient snack foods for toddlers and pre-schoolers. After combining efforts with the expertise of the current Benjoy team including a clinical dietician, a nutritionist, a food technologist and a panel of mums, Benjoy was born.

Paddy comments: “As a father myself, and with my experience at Plum, I’m excited by the opportunity in healthy snacking for young children. Michelle has come up with some cracking products and the anti-spill Munchcup® is an inspired packaging innovation. This is a great time to be back in this market”.

The initial range of 5 Benjoy Nutrition snacks includes freeze-dried fruit slices, breadsticks with vegetables and seeds, multigrain bites and unsalted root vegetable crisps. Single portions are packaged in Benjoy’s exclusive anti-spill Munchcup™ – the first anti-spill packaging of its kind and perfect for lunchboxes and out-of-home eating occasions

Benjoy is available from Ocado and in store at selected Morrisons and Waitrose.  Recommended retail prices (for a multi pack of 4) range from £2.69 for the Multigrain Bites to £2.89 for the Crunchy Grape and Strawberry Slices.

The range can be viewed at http://www.benjoy.co.uk/

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