Spotting a gap in the market when she spent her evenings and weekends cooking, pureeing and freezing mini meals for her two daughters as there wasn’t a convenient, healthy and affordable solution on the market, Jayne decided after researching the sector, to leave her job as a chartered surveyor, to concentrate on her passion for children’s food.
In 2013 Jayne entered PitchUp, a competition for food start-ups launched by StartUp Britain, with the prize being a Sainsbury’s listing. Jayne impressed the Sainsbury’s judges with her business plan, winning the competition. Two years later and a re-mortgaged house along the way, her dream became a reality when Kiddyum hit the shelves. Her meals are now stocked in 324 Sainsbury’s stores with contracts with other retailers being signed.