Little Dish

Little Dish is the first and only brand to launch a range of fresh, healthy food for toddlers and young children made with 100% natural ingredients and no added salt or sugar. In 2006 the brand launched on Ocado.com, with innocent drinks as an investor. It's now trading in 3,100 distribution points and turning over millions. This impressive growth is in part down to canny marketing. The team didn't have the resources to invest in an above-the-line television advertising campaign, so they established a partnership with Nickelodeon - media time in return for a percentage of the uplift in sales. This innovative commercial structure allowed the team to create the first Little Dish TV advert. They're also publishing a Little Dish cookbook, out in June, to further increase brand awareness. They hold taste tests in nurseries and at local events to keep in touch with customers. They also hire community leaders, who are all mothers and even grandmothers, across the UK.

• Present in major supermarkets within two years of launching
• Innovative approach to marketing has resulted in TV ads without need for normal big cash splash on advertising
• Publishing a book and keeping in touch with the community to foster brand awareness
• Helping improve nutrition for one- to five-year-olds