Australian baby and toddler snacking brand Little Bellies has revealed its playful new design across its products, featuring three distinct characters to help parents navigate their children’s different developmental stages.

Working with London FMCG design agency B&B Studio, the new packaging includes a distinct, bright orange character on the Baby Bellies (0 to 1-year-olds), Little Bellies (1 to 3-year-olds) and Mighty Bellies (for ages 3+) products.

Little Bellies founder and managing director Clive Sher said the new look reflects the brand’s underlying ethos that play is a vital part to child development.

“From the very beginning, our brand philosophy has focused on offering families easily accessible healthier food options,” he said.

“Now we’re starting to evolve our brand beyond great products to reflect our position on parents and kids doing what’s natural.

“Play is one thing that kids all do naturally [and] playing with food can help children develop a more relaxed and positive association with food.”

As part of the packaging redesign, Little Bellies has also introduced three new snacks across its ranges, including Baby Bellies Organic Banana Rusks, Baby Bellies Organic Carrot, and Little Bellies Organic Sultanas.

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