#Ella s Kitchen: it - s in the bag with healthy food for baby

Concluding the series on British innovation, entrepreneur Will King singles out baby-food maker Ella s Kitchen for high praise.

6:15PM BST 11 Oct 2013

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Innovation is at the heart of making things better. it s as simple as that easier, more intuitive, more enjoyable, more fun and engaging.

Companies that fail to innovate wither on the vine; those that embrace change, reflecting their consumers constantly changing needs, don t just survive, they thrive. It s all about innovation.

Innovation is the beating heart that has grown Ella s Kitchen, a baby-food brand, to sales of £60m in seven years since it started in 2004. It has also given it the potential to be a brand with sales in the billions.

The idea for the business was born when its founder, Paul Lindley, was frustrated with the baby food available to buy for his first child, Ella. She had started to get picky.

He wanted organic most wasn t. If it was, Ella didn t really like it. Or it was awkwardly packaged and hard to transport with glass jars and hard-to-remove lids. He felt there was too much convenience put into it from the manufacturer s perspective rather than that of the end consumer.