Delicious lunchbox fillers bring parents peace of mind

Little Oaty Bakes from The Kelkin Natural Biscuit Company are made from wholegrain oats and include 50% less sugar than the average children’s biscuit

Kelkin is making it easier for parents to find healthy and tasty lunchbox options and 'super snacks' they can trust


Brand Central

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21 July 2015

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Back to school is a key time of year when parents begin to think about healthy lunchbox fillers, after school snacks, and getting the whole family back into a routine of healthy eating. Dietitians at Kelkin, now part of Valeo Foods, recognise that occasional treats can be enjoyed as part of a balanced and varied diet.

The Kelkin Natural Biscuit Company launches in Ireland this August. Designed to provide ‘Super Snacks’ for kids 5+, the concept came about as a result of strong sales decline (-22%) in the children’s biscuit segment over the past 12 months*.

The first products to emerge from the new brand, Little Oaty Bakes, are made from wholegrain oats and include 50% less sugar than the average children’s biscuit. There is also nothing nasty in there replacing the sugar, meaning no artificial colours or preservatives in the products.

Little Oaty Bakes are multipack biscuits containing five x 25g bags, enough for a quick snack or little treat. The products are available in four flavours: Strawberry, Apple, Raspberry and Banana. These flavours were chosen by kids (and parents) as the favourites in special taste tests conducted last year.

The brand launches with a full scale TTL campaign worth €500,000 and including TV, print and online partnerships, while the company will also be conducting sampling sessions with key retailers across the country.

Little Oaty Bakes will be available to purchase from mid-July with full scale launch taking place mid-August, with further products due to join the range in 2016.

A trusted brand with almost 40 years’ experience trading in Health and Wellness, Kelkin helps parents who are stuck for ideas for wholesome snacks for their children, with its website featuring deliciously healthy snack recipes, handy tips for healthy snacking and some great, simple ideas for lunchboxes. For more information on these products, contact Kelkin’s customer service team at

*(Source: Kantar Worldpanel 52 w/e 21 June 2015)

(Hall Tests Conducted in Partnership with: Coyne Research July 2014)



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